Our creative concept generated so much enthusiasm that it extended beyond the company to “showcase the laboratory’s commitment to fighting various forms of discrimination in the workplace”. We chose to highlight the company’s identity through its DNA as a “discoverer of medicines” in two stages: First, we identified the evils using two caricatural sentences pointing to discrimination. And in response, the miracle molecule that brings healing: “Egasexatb”, “Homophobix”, “Acceptyl” and “Jeunivoq”.