Alexion pharmaceuticals specializes in helping people with rare and devastating diseases. As part of their Corporate Social Responsibility (CSR) program they wanted to develop an identity system to consistently communicate their culture and values in relation to social outreach. The result was CSR S.T.A.R. (Serve, Transform, Advance, and Redefine), featuring a modular lockup whose individual parts breaks out to represent each of the four pillars.
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