When Novartis wanted to refresh its visual identity, the company engaged Siegel+Gale. As the creative director, I worked closely with Novartis executives to understand their objectives and then led the S+G design team in developing a visual system that echoed the brand’s Swiss roots. The system needed to be flexible enough to handle everything from simple powerpoint presentations to complex way-finding systems—and it had to leverage the brand’s considerable brand equity while also pointing to the future.