coLaboratory
Award-Winning Brand Experience at a Global Stage
How might we create a destination for business and policy thinkers, partners and influencers, positioning Johnson & Johnson on the World Stage?
Client: J&J
Focus: Concept, Creative Direction, Visual Identity, Branding, 3D Prototype, Implementation
KPIT partners with leading automotive brands like BMW and Panasonic, where their combined technologies and software integration enable people and goods to move around more freely. The goal was to deliver a solution that would be a true reflection of the brand and how its software and mission is to push mobility on a global scale; for a cleaner, smarter and more secure world on the move.
The new graphic system highlights KPIT’s advanced software as an invisible force; manifesting the idea that “It’s the things you can’t see that shape the world.” A grid ties all elements of the brand together; the visual language of the dots and lines can be seen in the wordmark, imagery and iconography, while the 3D spheres and rods, in photography, advertising and motion design.
The Challenge1/5
Johnson & Johnson wanted to become the first health care company to establish a strong, physical presence at the World Economic Forum in Davos, Switzerland. The company approached APCO to develop its strategy and bring the company’s leadership in innovation, inclusivity and impact to life at Davos.
The Insight2/5
Co-developed a 360-degree engagement approach for Davos, positioning Johnson & Johnson through a series of strategic events, meetings and communications throughout the week of WEF.
KEY GOALS
- Draw on its Credo and heritage as a purpose-first company
- Become the only healthcare company to curate unique experiences at WEF in its coLaboratory for the Future
- Leverage the Forum to announce a new large-scale commitment to frontline healthcare workers and epidemics just as coronavirus began to make headlines
- Transparently communicate to people around the world by producing fresh content that provided a view
into Davos
The Solution3/5
Together, we created the Johnson & Johnson coLaboratory For the Future, from a fluid visual identity, message house to a dynamic space on the main promenade in Davos.
The Johnson & Johnson coLaboratory for the Future is a space for world leaders to engage in dialogue, debate and discussion about innovation, inclusion and positive societal impact. During and since its launch at the World Economic Forum in 2018, the coLaboratory has hosted leading thinkers on economic policy, Nobel-winning scientists, journalists and senior leaders of the world's great companies. This unique space served as a central hub of engagement and dialogue – bringing Johnson & Johnson’s work to life and convening partners, peers and influencers to discuss today’s most pressing global health challenges. Provocative Program. APCO also developed [a robust coLaboratory program, featuring seven provocative panel discussions and events over the course of four days][0]. These events explored issues related to innovation, inclusivity and impact and provided Johnson & Johnson and its partners with a platform to share the important work they’re doing to advance global health. APCO worked closely with Johnson & Johnson and its partners to develop the program and recruit speakers – managing outreach and on-site support around the clock at Davos. On-Site Storytelling. APCO also supported Johnson & Johnson’s presence at Davos through robust storytelling and communications. In an effort to extend Johnson & Johnson’s reach beyond Davos, we developed the Davos Dispatch – an enewsletter to share daily trends and updates from Davos. Additionally, we set up an on-site studio – capturing “conversations in the coLaboratory” with Johnson & Johnson executives and influential partners.
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Team
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