New Business
Less Sad ≠ happy
The Less Sad ≠ Happy Pitch
For a multinational pharmaceutical corporation’s winning new business pitch, I designed a campaign logo and branding, ads, HCP and patient microsites, presentation slides, and concepts, bringing attention to Anhedonia, the inability to feel pleasure. These examples of theoretical pieces were strictly informational about the condition, encouraging patients to learn more and make the best decision for their own health. I built this narrative around research gleaned about customers’ need for autonomy in their health journys, choosing to present a story of strength instead of weakness. (Names and specifics have been redacted due to confidentiality).
The Work
I treated this project like any other logo or branding exercise first and foremost, because the visuals would drive my desired tone of voice in terms of brand positioning. The visual language spoke to the patient’s desire to see themselves as part of the equation. I built a small graphic systems to apply to all areas of the pitch so that at no point in the presentation would the client forget the creative idea and and it’s larger key messaging.
Worked on independently with creative direction from Chris Whaites at Heartbeat.
Ad Concepts
Microsites
Presentation Slides
