The BI X Rebranding

BI X is Boehringer Ingelheim’s digital lab. Together with external partners, our team created a new visual identity for the company to reflect the new positioning, values and messaging, e.g. unrelenting transformation and valuable innovation. One of the main goals was to deliver a smart brand evolution based on the success factors of the former brand which works not only for the European and US, but also the Chinese market.


I was the responsible designer in the BI X team, collaborating with the branding agency and an interdisciplinary, international team to deliver a new visual brand identity in a short time. This included implementing the new values to the branding elements, including the logo, across all touchpoints, such as the website, merchandise and print material. Among many other things, we tested the brand values and the visual appearance with a larger sample size of customers and stakeholders in Europe, US and China.



  • New branding which resonates across Western and Asian markets
  • Establishing a link to the Boehringer Ingelheim Brand while conveying the disruptive and creative spirit of the digital lab.
  • Global stakeholder management

More information

If you would like to learn more about teh BI X brand, please follow the website:

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