we choose

AstraZeneca needed to deliver a strong message
to their staff at the 2008 conference. Deliverers were asked to create a book, which would be delivered
to all staff, outlining the new strategy – ‘We Choose’.

The challenge was to work with AstraZeneca and their strategic consultants. With a tight deadline and
a number of stakeholders the project neededto be well planned and managed. We hosted regular meetings and conference calls, and made sure that there was clear communication between all stakeholders.

We needed to convey a serious message, and so
opted for a simple corporate feel, using muted
colours. The imagery we selected to bring the book alive reflected the nature of the message. The brand was also used throughout the conference.

Results from after the event suggested that 86% understood the strategic direction.