Simple blocks that connect, stack and reconfigure, making change feel like momentum.
OVERVIEW
An identity that made change feel energising, not unsettling.
Kick Off is the event that sets J&J Innovative Medicine's UK direction for the year. For 2026 I created a modular "building blocks" identity that carried the message of change from first invite to final session.
CHALLENGE
The message was change.
In 2026, the UK organisation faced a fast-moving NHS landscape and the chance to grow within it.
The identity had to make that change feel energising rather than unsettling, all within the J&J masterbrand.
MY ROLE
Leading the identity from first concept to final session.
I led the identity from concept to rollout. I shaped the theme with leadership, presented the concept for sign-off, and built the system and toolkit used across slides, signage, video and motion.
WHAT I DID
Distil the theme.
I boiled the message down to four words: Compete, Execute, Optimise and Unleash growth, all under one line, "Be the Change Maker".
Build the blocks.
A modular "building blocks" identity. Rounded blocks connect, stack and reconfigure, representing our people, capabilities, products and environment working together.
Specify once.
One block, one radius, one stroke, handed over as a simple toolkit. The same rules drove the motion: blocks shift and reconfigure, but always settle back into one structure, just like the message.
IMPACT
Agency-level output, delivered in-house.
Kick Off was hosted onsite, with 526 hours of design and studio work delivered by the in-house team rather than an external agency.
15%
of the cost of an offsite, agency-led Kick Off
80%
positive attendee feedback
325
attendees from across the UK organisation
