Client: Eli Lilly & Company
Agency: FCB Health
Brand Identity Development & Implementation
Creative Director: Diane DePaolis
Role: Lead Senior Designer
AMYViD is the first FDA-approved diagnostic tool for Alzheimer’s Disease. Developed by Eli Lilly, AMYViD is a intravenous drug used in imaging centers that allows physicians to detect amyloid plaques during a PET scan of the brain.
When placed above the “i’”, the brandmark’s symbol, two radiating parentheses, reveal the silloutette of a person. The identity system plays off of the two main, but oposing colors—representing the two possible outcomes of the AMYViD scan.