As the Bristol-Myers Squibb in-house studio grew from new business, we quickly increased headcount, which included account managers, art directors, designers, and writers. As most new in-house entities, we found ourselves initially servicing mostly “fast and cheap” work from our internal marketers; yet, our talent and services were capable of so much more.
It was imperative to have an in-house service brand that represented who we were and the vast capabilities we offered within the company. My core responsibilities as project creative lead were to position and differentiate the brand by creating and designing visual, graphic, and typographic approaches, as well as copy tone-of-voice. Once the new brand was established, I lead the creative teams in the development of marketing messages that targeted brand marketers within BMS.
This was the catalyst for more strategic and creative projects being requested of the in-house team.