#Moving <set color="#ff1a9a">women’s health into the light</set>
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Creating a brand dedicated to enlightening the way to Women’s Health

WOMEN | Bayer

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##### In brief
Women receive healthcare in a man’s world, a world filled with taboos, misconceptions and shame due to huge gaps in research, data, information, care and trust. Half the world’s population — from every walk and stage of life — are all united by what is missing. 

Despite pioneering Women’s Healthcare (WHC) for more than 100 years, Bayer AG lacked an overarching vision, direction and platform to unite its extensive portfolio of Women’s products, digital solutions, awareness initiatives and charitable work. 

We partnered with Bayer to create a brand dedicated to illuminating every woman’s health journey, dispelling shadowy myths and casting light on the overlooked and misunderstood. WOMEN | Bayer speaks directly to all women celebrating the diversity and inclusivity of womanhood while supercharging efforts to bridge the healthcare gap. 

##### What we did
WHC competitors tended to reinforce outdated female stereotypes whilst brands in adjacent categories, such as personal hygiene and beauty, were starting to challenge the status quo with bolder campaigns that resonate with real women. We had an opportunity to launch a distinctive new consumer facing brand — powered by Bayer’s leadership position, scale, relationships and research — to create meaningful change. 

Bayer has always been a beacon for health. The company’s logo — known as the ‘Bayer Cross’ — is one of the world’s best-known trademarks and synonym with healthcare. The logo itself has been lighting up the sky in Bayer’s hometown in Germany for over 90 years in the form of a huge, illuminated sign. The ‘Leverkusen Bayer Cross’ is 51 metres in diameter, making it the biggest trademark in the world. And it’s not the only one, today there are more than 47 large, illuminated advertising sites featuring the Bayer Cross around the world. 

We drew inspiration from Leverkusen and Bayer’s history of illumination to create a new beacon for Women’s health. 

In one simple motion the Bayer Cross reconfigures to form the Venus symbol, a universally recognised signifier of womanhood. This new icon of women’s health acts as the ‘O’ in the WOMEN | Bayer logo. A subtle glow on the edge of the ring nods to the concept of enlightenment. 

This distinctive new icon leverages Bayer’s scale, research and relationships to drive meaningful change, demonstrating the company’s full commitment to the new brand and women everywhere. 

Expressing the healthcare gender-gap as darkness and shadow, the identity employs the visual language of light across graphics, typography, animation and photography. Highlighting bright, positive solutions as well as exposing shadowy problems. 

The gradient palette avoids stereotypically gendered colours moving from deep, dark purple into a golden glow and brighter future. 

> “We have a long and proud history in the Women’s Health category; Bayer has always been a beacon for health, pioneering Women’s Healthcare for more than 100 years. The new WOMEN | Bayer brand is a refreshed commitment to Women’s Health and an acknowledgment to the current challenges in the sector. Design Bridge and Partners have helped us to create a brand that nods to our history as well as our passion for future progress in improving the lives of women across the globe.”
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> *— Burcak Simsek, Global Lead Contraception, Bayer*

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> “The creation of a category disruptive brand targeted at a historically underserved demographic instilled the team with enormous enthusiasm throughout this process. The brand effectively leverages Bayer’s long history in healthcare, whilst also emphasising its commitment to rapid progress in the Women’s Health category. The Bayer Cross, a universally recognisable beacon for health, was a creatively inspiring starting point for the brand to disrupt the expectations that exist in the pharma category. We could not be prouder of our partnership and we look forward to seeing WOMEN | Bayer making real changes in women’s lives.”
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> *— Katherina Tudball, Senior Creative Director, Design Bridge and Partners London*


Women receive healthcare in a man’s world, filled with taboos, misconceptions and shame due to huge gaps in research, data, information, care and trust. Bayer AG has been pioneering Women’s Healthcare for more than 100 years, but lacked an overarching vision, direction and platform to unite its extensive portfolio. We created a new brand dedicated to illuminating every woman’s health journey — powered by Bayer’s leadership position, scale, relationships and research — to create meaningful change.

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Design Bridge and Partners London creates a brand dedicated to enlightening the way to Women’s Health.

Design Bridge and Partners | WOMEN | Bayer

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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WOMEN | Bayer

Moving women’s health into the light