Sanofi. More human than ever.
How do you rebrand Sanofi, France’s biggest healthcare company, in an inclusive way? You start by changing how it sounds.
- Client
- Sanofi / FutureBrand Paris
- Scope
- Tone of voice · Brand film · Photography
- Year
- 2021 – 2022
- Campaign
- #WeNeverSettle
Dismantle the white coat. Rebuild around the CEO.
Sanofi had a problem. One of the world’s largest pharmaceutical companies, with 110,000 people across 100 countries. And they sounded like a legal disclaimer.
Then Paul Hudson arrived as CEO with a clear directive: be more human. Working with FutureBrand in Paris, I was brought in to help rebuild Sanofi’s voice from the ground up, writing tone of voice guidelines that would work for everyone from scientists to social media managers.
“If we want to help humankind, maybe we need to be more human and more kind.”
Paul Hudson, CEO, SanofiFrom neutral and corporate to personable and approachable.
Since Paul Hudson’s arrival, the voice of the company had started to change. The guidelines captured that shift and gave it a direction, for anyone who writes for Sanofi: press releases, social media, editorial, internal comms. From executive communications to patient and science stories, one coherent voice.
Human. Curious.
Direct. Bold.
Corporate. Distant.
Timid.
“We are determined visionaries; our feet are on the ground, and our heads are in the stars.”
Human
Engaged in everything we do, conscious of and serious about the role that health plays at the heart of society.
We tell stories and connect on a human level with all our audiences.
Curious
Open and inquisitive with a drive to understand problems or puzzles.
We’re passionate about exploring new ways to help humanity and express ourselves.
Direct
Proud and solid about what we know; honest and direct about what we don’t.
Clear, simple and confident. We make sure everyone can understand us.
Bold
Willing to take risks and stretch, to push beyond what is comfortable.
We tackle the hard questions head on and we like a good challenge.
We don’t say. We do say.
Sanofi will be at your side.
We’ll be at your side.
Patients, individuals.
People, loved ones, family members, neighbors.
It’s 2025. It’s time to see if our Play to Win strategy was well executed.
It’s 2025. Did our Play to Win strategy work?
Three candidates were selected by Sanofi to…
We selected three candidates to…
One small pill for Sanofi, one giant leap for mankind.
10 years of groundbreaking science. One life-changing pill.
Clinical Trials Can Make Anyone a Hero!
Clinical Trials. Bring out your inner hero.
Sanofi Genzyme is the specialty care global business unit of Sanofi, focused on rare diseases, rare blood disorders, neurology, immunology, and oncology. It helps people with debilitating and complex conditions that are often difficult to diagnose and treat, and is dedicated to discovering and advancing new therapies, providing hope to patients and their families worldwide.
No challenge too great.
Our mission is to help people with debilitating and complex conditions, from oncology, immunology, and neurology to rare diseases and rare blood disorders. These conditions are often difficult to diagnose and treat. But we aren’t afraid of challenges. They just push us to work harder. We’re ceaselessly discovering and advancing new therapies. Because we know that our success means help and hope for patients and their families around the world.
Sanofians like Olympians always aim higher.
Connecting the dots to unite as one company behind a bold, new visual identity. As a partner of the 2024 Olympics and Paralympics, Sanofi framed its people as athletes of science: never settling, chasing the miracles that change lives. The dot film brought the identity to life in motion.
Show, don’t tell.
A new voice needed new visuals. I selected photographers who could convey humanity and feeling, in portraits of leaders and workers and in images of buildings, test tubes and events. The overview became part of the rebrand toolkit.
