End-to-End Brand Experience

Building a Patient-Centered Brand for RA Care

Challenge
Launching a new rheumatoid arthritis drug required more than packaging and ads. The brand had to guide patients through diagnosis, onboarding, and ongoing care, while also giving healthcare providers clear, trusted materials. The challenge was to design a system that was medically precise, emotionally supportive, and flexible across digital, physical, and social touchpoints.

Role
As Brand Experience Lead, I directed the creation of the brand identity, patient journey, and campaign ecosystem. I worked across packaging, communications, and digital channels to ensure the design served patients, physicians, and caregivers alike.

Approach
We mapped the full patient experience, identifying the emotional and practical needs at each stage. From there we built a flexible identity system that could shift from compassionate and approachable in patient-facing materials to authoritative and precise in physician communications. The design language extended across packaging, video, social, and advertising.

The Work

Developed a comprehensive patient journey map and onboarding materials
Designed a modular packaging and labeling system with clear instructions for use
Created campaign design across video, advertising, and social platforms
Built digital applications and educational tools for patients and providers
Authored brand guidelines and toolkits to ensure consistency across all channels

Impact
The launch established Plivensia as a trusted partner in care, not just a treatment. Patients received clarity and confidence at every step of their journey, while physicians gained reliable tools to explain and prescribe. The cohesive design system connected product, packaging, and storytelling into one seamless brand experience.