Radley Yeldar

Radley Yeldar is an award-winning, independent, London and Birmingham-based creative consultancy helping to create a world that believes in business.

London, United Kingdom
Founded: 1986
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Skills
digital strategy
Brand Identity
content strategy
reporting
Insight
Experience Design
employee engagement
Brand platform
Ecosystems
Guardianship

and 6 more

Clients
Shell
Vodafone
GSK
Costain
Fairtrade
Cargill
Lloyds Banking Group
Arm
UK Home Office
Coca-Cola HBC

and 11 more

Sector Experience

Film Production
brand identity design
Digital
Sustainability Reporting
Employee Engagement
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GSK | Science Photography

by Radley Yeldar

Bringing GSK's science to life through realistic 3D images and animations

Challenge

GSK noticed that the majority of scientific representations in its pharmaceutical sector were dark, over-used and clichéd. It approached RY to look at the way it represents science in its brand photography, with a special focus on unseen science - exploring how to illustrate it in a modern, ownable and intriguing way.

Approach

We began auditing how science, innovation and tech were represented by GSK, its competitors and similar sectors. We noticed that outside of the pharmaceutical sector there was greater use of colour and white space, as well as more intriguing imagery.

We worked with GSK to develop a style of photography that lent itself perfectly to visualise science. We modelled molecules and objects in 3D using photo realistic rendering techniques to create powerful images and short animations for both on and offline use. We then developed a set of design principles to govern the creation of new images, and are continuing to work with GSK to help it visualise science in this way.

Results

The images were incredibly well received by GSK and have since become a consistent part of its brand identity. The 3D models have also been used as the basis of GSK’s 3D printing - creating physical versions of the images, as well as them living in print and digital formats. The science images have become a well-recognised way of GSK communicating about new scientific initiatives, and updates on its key therapy areas.

Tags

animation
Film
Photography
science
GSK
GSK digital
3d animation
3D
3D Animation/Video
Video and Animation

Clients

GSK
GlaxoSmithKline
GlaxoSmithKline (GSK)