ARIAD PHARMACEUTICALS
Turning a complex message for oncologists into an unexpected visual story.
Oncologists know the guidelines. The challenge was making a familiar message feel newly urgent and memorable. We built a visual system around a single idea: one flawed piece among perfect ones. A series of mutated fruits made the clinical concept instantly understandable and gave the campaign a memorable, flexible identity that scaled from journal ads to banners, web, and a congress booth. Clinical data sat comfortably alongside the imagery, and physicians noticed.
Role: concept creation, art direction, design
PM360 TRAILBLAZER AWARD: PHARMACEUTICAL MARKETING
Then the science gets personal.
As ARIAD moved from unbranded disease awareness into the branded ICLUSIG launch, I designed the logo to reflect the drug’s mechanism of action, then helped extend that thinking across the brand. The core HCP key art turned targeted therapy into a memorable visual idea, incorporating individual patients within the key itself. Clinical communications took a more rigorous, data-driven approach, while patient-support materials became warmer and more human.
Role: Logo design, concept creation, art direction, design
FOR HCP’S
FOR PATIENTS
Additional work:
