VABYSMO is a pharmaceutical product for eye disease. Specifically, it is the first and only treatment to target two factors that contribute to retinal disease: VEGF and Ang-2. Every prior treatment had only targeted VEGF, so the additional focus on Ang-2 made VABYSMO the world's first 'dual pathway inhibitor'. A big deal in ophthalmology.

We wanted a logo and wider brand identity that communicated this simple differentiator, visually identifying VABYSMO as a new type of treatment in ophthalmology. We wanted to make sure every doctor who encountered the treatment would quickly understand it is unique.

With multiple countries preparing to launch VABYSMO (including the US and most of Europe), we needed a globally-relevant idea and a visual approach that distilled and communicated the science, while also arriving on the market with confidence and style.

As we were targeting ophthalmologists, we knew we could reference their advanced knowledge of retinal disease within the brand identity itself. So we decided to build a logo that directly called out VEGF and Ang-2; encouraging ophthalmologists to think about VABYSMO's unique selling point whenever they see the brand.

The brand identity was designed to celebrated the power of duality, in shape, colour usage, and overall brand story. Every detail was conceived in two halves, with the ability to break them apart and bring them together again (mimicking the drug's mechanism of action).

Communicating the scientific narrative within the brand identity makes VABYSMO unique in the market. But science aside, this is also the most eye-catching and visually striking brand in ophthalmology - cutting through in a sea of sameness.

The logo is built from two elements: V (VEGF) and A (Ang-2). V is purple, A is yellow (both standout choices in the category). Combined, they form two parallel arrows: one pointing down and one up, representing two pathways at work. In some iterations, the words 'VEGF' and 'Ang-2' are explicitly spelled out within logo animations.

Where the two letters meet, they leave negative space in the shape of an eye, communicating the therapeutic area at a glance and giving us a versatile visual motif.

The V and A inform the wordmark, with the A missing its horizontal line to create symmetry. The dual structure of the logo also establishes design rules for the wider brand, where designs are split in half, and content is framed with opposing purple and yellow brackets.

The logo communicates the product story in full: disease area (eye shape), pathways (V and A), and duality.

VABYSMO became the fastest-growing therapy for nAMD and DME, cutting through the noise in this category to attract interest from ophthalmologists worldwide. It is already among Roche's top five growth products, with sales of CHF 591 million ($639 million) last year. After the first launch event, in which the brand was revealed, 93.5% of doctors said they were likely to use VABYSMO in their practice. The brand identity has also informed advertising campaigns in the US and worldwide, in which we visualise two worlds coming together. Most importantly, in line with the brief to make VABYSMO stand out, this brand identity offers doctors a simple explanation of exactly how it works - ensuring everybody is clear that it represents a completely new way to treat retinal disease.