BD Onclarity™ HPV Assay Brand Identity

Over 90% of cervical cancers are caused by HPV, but the earlier we detect it, the more treatable it is. That makes getting screened for HPV incredibly important—but some women face significant barriers to testing. BD needed an elegant, approachable and empowering brand to help invite and motivate more women to screen using an accessible, self-collection test.
We used sophisticated shapes and colors to develop a consistent brand identity, photographic library and language, including a family of custom iconography. Audacity Health also worked closely with BD to explain and share the thinking behind the brand to stakeholders within the company, promoting understanding and adoption.