BARDA / DRIVe
Rebranding the most future-facing arm of the US pandemic response
Visit the DRIVe website →
Overview
BARDA, the Biomedical Advanced Research and Development Authority, is the arm of HHS that responds to public health emergencies. For three years, through the COVID-19 pandemic, I provided strategic communications support to its Division of Research, Innovation, and Ventures.
Problem
DRIVe is the most forward-facing part of BARDA, investing in experimental early-stage companies and cutting-edge technology. But it looked like the rest of a traditional federal agency, and needed to resonate with the startups it was trying to attract.
Solution
Frame DRIVe as the future-facing heart of a traditional organization, and rebuild its identity around a living molecular network: a logo system, palette, website, and campaigns built to speak to innovators.
Master Logo
A molecular network with a subtle D and forward arrow, paired with the line Transforming Health Security.
The Big Idea
A living network.
Networks of nodes represent the knowledge community DRIVe convenes, a foundation from which partnerships form and alliances grow. The mark hides a subtle D and a forward arrow, and its flexible bonds reflect an organization that adapts to meet the current need.
Brand Development
A molecular network with a subtle D and a forward arrow, built to flex from a full lockup with tagline down to a single-color favicon.
Dark Purple · #151449
Alt. Purple · #3A3988
Dark Blue · #2F66DE
Light Blue · #43D2EC
Black · #000000
White · #FFFFFF
The System in Use
The identity carried across campaign posters, program iconography, and swag.
The Rebrand
Before and After
From a generic federal look to a brand built to attract innovators.
Logo
Website
Patch Forward Prize
One of DRIVe’s most compelling programs was the Patch Forward Prize, a $50 million Project NextGen competition to advance microneedle patch-based RNA vaccines: shelf-stable vaccines that can be mailed to those in need. I contributed creative direction and strategy.
Outcome
A federal division that now looks as forward as the work it funds. The new identity carried across DRIVe’s website, program icons, posters, and swag, giving startups and partners a brand they could recognize and rally around.
