I'm a strong believer in nailing the big idea and then letting it play in all the different playgrounds. The goal of these pieces are to provide the brand's voice and identity. Conceptually, all have the ability to roll out into various mediums, i.e. print, digital, video, wherever they want to mingle.
Notice the range of category experience-from Alzheimer's disease to female low libido, with target audiences of either consumer or healthcare providers.
Do women experience low sexual desire? The answer is yes. It is referred to as Hypoactive Sexual Desire Disorder (HSDD). For many women, their doctors know little about the condition, often avoiding the conversation. These concept boards were created to reinforce awareness to doctors as to what it meant to have HSDD emotionally. Additional tactics proposed included championing Eve Ensler to lead the discussion of HSDD. Influenced by her book, The Vagina Monologues, women would be interviewed and documented to share their stories of lost desire. "Silent Movies" representing the often nonexistent, silent conversation doctors and patients experience in trying to discuss HSDD were also proposed.
Qsymia is one of the first weight-loss drugs in 10 years to be FDA-approved. I played a pivotal role in the original team at DraftFCB Healthcare, working on the brand from its inception.
The entire look and feel is based on the idea that the way physicians and patients communicate about weight loss is going to change.
Discussing obesity can be challenging between a doctor and patient. It's a delicate subject, often prone to insensitivity and bias. A doctor needs to know how to approach the conversation with compassion and empathy while relating the facts. This kit was created to provide doctors guidance through this journey. The kit contained a brochure on how to have the conversation, a flip chart to be used as a tool with their patient to help explain the risks of obesity, as well as a take home tear sheet of helpful information for the patient. A poster and video of these facts and tips were also included for the doctor's office facilities
A spec concept developed for Paragard, an IUD.
Spec work created for Linzess, a medicine to help relieve constipation and bloating. Play on words, you can lead a full life when you are literally empty.
Follow a day in the life of a child diagnosed with ADHD. Written in a child's and his mother's point of view, the content is based on actual patient interviews. This digital piece allows the viewer to toggle between the child and mother's perspectives. A printed brochure was also created.
Vyvanse, a prescription drug for ADHD, requested a refresh to their materials without dismissing established brand hallmarks. This look and feel would act as an interim before a new brand approach would transpire. Keeping existing fonts, color palette, and photography, a new layout, messaging as well as graphs and charts were created. The original branding was preserved yet now presented in a fresh way.
An interactive brochure presented to physicians to bolster disease awareness and provide tactics to help decode allergies and asthma.
Spec work for Gerber Baby, this microsite was designed to create enthusiasm and provide guidance to employees distributing product information to physicians. An empowering mantra is the home page which celebrates the drive for healthier babies together as a corporation. A consumer ad was also created to spark the same energy and mission statement to parents and care givers.