{"id":1625,"date":"2025-05-07T15:31:24","date_gmt":"2025-05-07T13:31:24","guid":{"rendered":"https:\/\/www.davidzuker.com\/design\/?post_type=portfolio&p=1625"},"modified":"2026-07-23T17:26:49","modified_gmt":"2026-07-23T15:26:49","slug":"pfizer","status":"publish","type":"portfolio","link":"https:\/\/www.davidzuker.com\/designer\/portfolio\/pfizer\/","title":{"rendered":"PFIZER: Event design"},"content":{"rendered":"
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Art Direction and Visual Storytelling for international event<\/h1>\n[\/vc_column_text][vc_single_image image=”1640″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_column_padding=”true” content_placement=”middle” thb_divider_position=”bottom”][vc_column width=”5\/6″ css=”.vc_custom_1768992197143{padding-right: 20px !important;padding-left: 20px !important;}”][vc_column_text css=””]\n

THE CHALLENGE<\/h3>\n

A visual bridge between design and corporate culture<\/h3>\n
\n

For a high-profile international event, Pfizer needed a bold visual identity that would convey its corporate values and corporate culture in a deeply human and memorable way. The challenge was immense: the event was to be opened by Pfizer\u2019s Global Vice-President (from the US headquarters), and the visual identity had to serve not merely as decoration, but as the company\u2019s visual manifesto to its global leaders.<\/h4>\n<\/div>\n[\/vc_column_text][vc_column_text css=””]\n

THE STRATEGY<\/h3>\n
\n

The \u201cPicasso Factor\u201d and Brand Storytelling<\/h3>\n

I decided to break away from the cold, clinical aesthetic of the pharmaceutical sector by employing a narrative branding strategy and a distinctive artistic direction.<\/h4>\n

Storytelling Inspired by Picasso: I developed a series of original illustrations that reinterpret Pfizer\u2019s values through an avant-garde Cubist aesthetic. This choice was no accident; I sought to link the brand\u2019s innovation and scientific \u2018breakthroughs\u2019 with Picasso\u2019s artistic legacy \u2013 as a figure who represented Pfizer Spain\u2019s headquarters \u2013 creating a warm, expressive and unique visual language.<\/h4>\n

Strategic identity: The visual system was designed to guide the event\u2019s storytelling, from the Global Vice-President\u2019s initial address right through to every corner of the venue. The illustrations brought complex aspects of the corporate culture to life, translating the business strategy into an emotional and artistic experience.<\/h4>\n

Cultural Dialogue (Global-Local): The proposal served as a bridge between the solidity of a US multinational and the creative richness of Spanish culture, demonstrating that design can elevate a corporate event to the level of an immersive cultural experience.<\/h4>\n<\/div>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][vc_single_image image=”3597″ img_size=”large” alignment=”center” style=”vc_box_rounded” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” content_placement=”middle” thb_divider_position=”bottom” css=”.vc_custom_1769008639019{padding-top: 5vh !important;padding-bottom: 7vh !important;background-image: url(https:\/\/www.davidzuker.com\/designer\/wp-content\/uploads\/2025\/05\/dibujos.svg?id=3101) !important;}”][vc_column][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” content_placement=”middle” thb_divider_position=”bottom” css=”.vc_custom_1769008695897{padding-top: 40px !important;}”][vc_column][vc_row_inner][vc_column_inner width=”1\/4″][vc_single_image image=”3556″ img_size=”full” css=””][\/vc_column_inner][vc_column_inner width=”1\/4″][vc_single_image image=”3564″ img_size=”full” css=””][\/vc_column_inner][vc_column_inner width=”1\/4″][vc_single_image image=”3557″ img_size=”full” css=””][\/vc_column_inner][vc_column_inner width=”1\/4″][vc_single_image image=”3563″ img_size=”full” css=””][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” content_placement=”middle” thb_divider_position=”bottom”][vc_column][vc_single_image image=”2693″ img_size=”” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom”][vc_column width=”2\/3″][vc_single_image image=”3594″ img_size=”full” alignment=”center” css=””][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”3573″ img_size=”full” alignment=”center” css=””][vc_single_image image=”3601″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” content_placement=”middle” thb_divider_position=”bottom”][vc_column][vc_column_text css=””]\n

ELEMENTS OF MY STORYTELLING INSPIRED BY PICASSO\u2019S WORK<\/h3>\n

<\/h3>\n[\/vc_column_text][vc_single_image image=”3112″ img_size=”full” alignment=”center” css=””][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

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