Symbicort had been on the market for several years and was perceived as the conventional option. With the new indication, the client saw an opportunity to reposition and relaunch the brand and thereby transform its fortunes.


A bold, uncompromising, ground-breaking solution was required. The core idea ‘Quest’ drove the creation of a new identity and communication platform with a fresh, powerful graphic style that was unprecedented in the sector, embodying the brand values: Modern, Optimistic, Future-Focused. Global success followed and Symbicort is still an AstraZeneca global blockbuster success story today.