merck
Vision Translation & Culture-Led Brand Platform
To articulate the company’s future vision more clearly across the organization, we created a simple, memorable icon representing the spark behind every idea, discovery, and breakthrough. The vision was launched internally through a global event at Merck’s headquarters, supported by interactive elements and employee toolkits.
sparking discovery
elevating humanity
The internal vision became the foundation for a broader cultural activation. Employees were invited to step forward as the living expression of the vision, generating stories and content that reflected pride, participation, and global representation.
To translate this mindset externally, we developed the long-term platform “There’s nothing small in what we do.” The line reframes Merck’s impact by focusing on the smallest details that drive progress across science, technology, and health. Built from real employee stories and used consistently across markets, the platform positioned Merck beyond category definitions and made its purpose tangible to the world.
THERE'S NOTHING SMALL IN WHAT WE DO
