The challenge

AstraZeneca required a new visual identity for its EUCAN Hematology Symposia series spanning ESH-CLL and EHA 2026, with the branding designed to extend across future hematology initiatives beyond the congresses themselves.

The challenge was to create a cohesive and recognisable visual system that moved beyond traditional pharmaceutical and blood-cell imagery while still feeling credible within the hematology space. The identity needed to balance AstraZeneca’s corporate brand with a more distinctive and emotionally engaging creative direction that reflected innovation, scientific progression and improved patient outcomes.

The creative system also needed to flex seamlessly across a wide range of applications — from large-scale environmental branding and presentation templates to digital communications and event materials — while supporting multiple hematology discussions without becoming overly product-focused.

The solution

The final concept centred around translucent, glass-like droplets acting as magnifying lenses — a visual metaphor for clarity, focus and discovery within the evolving hematology landscape.

Using transparency, magnification and layered microscopic-inspired detail, the identity aimed to represent AstraZeneca’s commitment to advancing understanding across cells, pathways, treatments and patient outcomes. The interplay of vivid colour, light refraction and enlarged detail created a contemporary visual language that felt both scientific and human.

Designed to move beyond conventional blood-cell imagery, the system balanced innovation with clarity, resulting in a flexible identity that could scale across multiple congresses, audiences and touchpoints. The branding was rolled out across symposium presentation templates, stage panels, roll-up banners, e-invites and digital advertising assets, creating a cohesive visual experience across the wider event ecosystem.