Hamagami/Carroll, Inc.

Amgen	Oncology Brand Guide	10/28/2008
Amgen
Oncology Brand Guide Amgen, a leading human therapeutics company in the biotech industry, asked us to help build a communications system for their Oncology business unit. Many of the company’s products overlap with indications in oncology, and they required an effective strategy for education materials and “pre-product launch” communications, which are heavily regulated by the FDA. We began by defining a positioning and marketing strategy for the division, then developed distinctive design segmentation Utilizing the same powerful brand elements, we created memorable trade show communications driven by messages of innovation and efficacy. For consumers, whose touch point was the doctor’s office while waiting for examination, we delivered the brand story with quiet elegance, conveying messages of support, lifestyle benefits and hope.