The AMR Centre

Brand IdentityNamingPrintAnimationDigital

The AMR Centre is a key part of the UK's response to the global threat from Antimicrobial Resistance. It is a joint private-public initiative to support the development of new antibiotics and diagnostics.

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We designed a striking visual identity using constantly shifting cells, animated and changing colours. The concept reflects the fact that bacteria continually evolve to develop resistance to today's treatments and the need for the science to be equally adaptive.This is communicated in print by the use of holographic foil, giving an ever changing colour palette of highlight colours and gradients.Designed as lead designer for creative agency BEBRAND.