Bristol Myers Squibb story
From corporate rebrand to the world stage
From a landmark acquisition rebrand to the FIFA World Cup 2026, Bristol Myers Squibb has navigated a series of defining moments. We’ve partnered with the company throughout that journey, helping bring people closer to the impact of its science. Different opportunities. Same challenge.
Our work
We help Bristol Myers Squibb, and other healthcare brands, turn scientific complexity into human connection.
Science people can understand
The science is complex. The impact is not. Every breakthrough starts with people. We help Bristol Myers Squibb turn scientific leadership into stories people can understand, trust, and connect with.
Built for more than a moment
Won’t Lose wasn’t designed for a single match. It’s an evergreen platform that carries Bristol Myers Squibb’s commitment to patients across every channel and experience. From film and social to community programs and live activations, the idea was designed to keep working long after the final whistle.
Designed to tell a bigger story
As Bristol Myers Squibb grew, so did the ways people experienced the brand. We evolved the visual identity to match the scale of its ambition. From the distinctive use of BMS Purple to a refreshed expression of the iconic hand symbol, every element was designed to do the same thing: bring people closer to the impact of its science.
Siegel+Gale brought fresh thinking and strategic clarity to our brand refresh. Their thoughtful, creative approach helped us move from fragmented tactics to a unified portfolio—full of visual interest and dimension. We’re now delivering stronger content, assets, and ideas. We couldn’t have made this shift without our Siegel+Gale team!”
Megan Pitts, Executive Director, Corporate Brand Marketing, Bristol Myers Squibb
