Case Study / Allergan Data Labs
An identity to disrupt Medical Aesthetics.
Brand identity, logo system, typography, tone of voice, and the full guidelines for the technology arm of Allergan Aesthetics · the team behind BOTOX Cosmetic, JUVÉDERM, Allē, and the Allē for Business platform. Built end to end by Bttr.
Work / Allergan Data Labs
Sectors
Healthcare
Technology
Client
Allergan Data Labs
Irvine, California
Disciplines
Brand Strategy
Visual Identity
Logo System
Typography
Tone of Voice
Brand Guidelines
Allergan Data Labs is the technology arm of Allergan Aesthetics. The team behind BOTOX Cosmetic, JUVÉDERM, Allē, and the Allē for Business platform.
Bttr. designed the brand that lets that team recruit engineers and credential next to a hundred year old aesthetic company · on the same surface, in the same breath.
The Problem
Two audiences. Opposite expectations.
A−DL had to recruit Stanford caliber engineers and credential next to BOTOX Cosmetic in a boardroom. The same surface, the same email signature. The existing Allergan brand could not carry both rooms.
The Opportunity
The leverage point inside Allergan Aesthetics.
The technology arm builds Allē, Allē for Business, Allergan Advantage, AMI, and the consumer surfaces underneath BOTOX Cosmetic and JUVÉDERM. Land the brand here and the talent magnet pulls for the whole portfolio.
The Approach
A brand operating system, not a logo. Five layers, designed for both rooms.
01
A mark you can drive past.
A−DL on the building. The acronym does the work where space is tight.
02
A wordmark for the boardroom.
ALLERGAN — DATA LABS anchors the parent brand for the room that already knows BOTOX Cosmetic.
03
A secondary mark that names the posture.
Five values ringed around the mark · Gratitude · Humility · Transparency · Ownership · Learn.
04
A typeface that holds the wall.
Pilat Extended Black for display. Simplon Mono for titles. Neue Haas Unica for the working set.
05
A voice with a persona.
The persuasive pioneer. Bold and eager, never patronizing.
The Mark
Custom letterforms on a constructed grid.
A−DL is the primary mark. Drawn so the dash and the letterforms hold proportion at any scale, from a favicon to the side of the building. The TM rides the top right at a fixed offset.
The Wordmark
Anchored to the parent · 2 weights
ALLERGAN — DATA LABS for surfaces where the connection to Allergan Aesthetics is the headline. The acronym alone runs on product chrome and internal tools where the mark already does the work.
The Secondary Mark
The values, ringed around the mark.
A supporting lockup that names the operating posture out loud. The five values circle the mark on the tote, the door, the desk plate, the offer letter · so the team carries them whether they remember to or not.
Primary spec · light + dark
- Gratitude
- Humility
- Transparency
- Ownership
- Learn
Typography
Pilat Extended Black · all caps
DATA
SCIENCE
Pilat Extended Black
Display
Simplon Mono Regular
Titles · Labels
Neue Haas Unica
The working set
The Voice
The persuasive pioneer. An easy to remember persona the team can wear.
As an innovation studio backed by AbbVie, the team has scope and permission to adopt a slightly different tone. Compelling and persuasive. Powerful and expressive language that simplifies the complex, never patronizes. Bold and eager, interrogating the data, adapting and learning from setbacks.
Customer First
Customers are at the heart of everything. The brand exists to build products and services that transform their experiences.
Sounds
Passionate but never over the top. Understated yet powerful.
Data Driven
At heart, data scientists and engineers with a wealth of complex data at their fingertips. The role is to interpret that data and produce actionable insights customers can use.
Sounds
Insightful, straightforward, and expressive.
Challenger
Energetic and agile, using the latest technology and techniques to create innovative products. Playful and engaging with a slight rebellious streak, never crossing into crass.
Sounds
Urgent and confident but never arrogant.
The Proof
The system ships. To every surface the company touches.
01
Building facade
A−DL mark installed on the Irvine HQ corner.
02
Recruiting kit
Wordmark on landing pages, offers, swag for engineering hires.
03
Cotton tote
Secondary mark on the daily carry. Values ring on the canvas.
04
Product chrome
A−DL alone in nav, footers, app icons across the platform.
05
Partner email
ALLERGAN — DATA LABS lockup as the signature for partner threads.
06
Event signage
Wordmark at scale on stage backdrops and registration walls.
07
Internal tools
Mark + values in admin dashboards, status pages, runbooks.
08
Decks + reports
Pilat typography carrying every data narrative the team ships.
09
Apparel + print
Tees, hoodies, posters, swag · same kit, same posture.
The Pay Off · Google Search Console
#1
Google result for “allergan data labs”. This page is the answer when buyers and recruits search the brand by name.
Searching for Allergan Data Labs?
The team that built A−DL also runs Bttr.'s AI Search Visibility practice.
Allergan Data Labs is the technology arm of Allergan Aesthetics. Bttr. designed the brand, identity, and digital products. Today the same team runs Bttr.'s AI Search Visibility practice for regulated brands across the four answer engines.
Work with Bttr
We designed and built this for Allergan Data Labs. Let's build yours.
Tell us what you're building. We'll get back within one business day, straight from the team, no forms-to-nowhere.
Related inside Bttr.
Where this work fits in the graph.
Next Case Study
Tiger BioSciences
A complete digital platform for a regenerative medicine leader
We design, build, and run digital systems for the science, aerospace, and biotech industries.