Penn Medicine and the Abramson Cancer Center at Penn are world renowned for bringing many “firsts” to the world. Which means, that when you’re re-designing, re-building and re-writing their website, having compelling imagery is not a small detail. Over the course of many months, my team at Penn with the help of David Aaron Troy met, filmed and photographed patients, healthcare professionals and the people who support them, to try and capture the spirit of why “your life is worth Penn Medicine.”
These images and this video begin to tell that story.
Both Precision Medicine and the Center for Personalized Diagnostics at Penn are at the very forefront of genomic and genetic testing for cancer. With groundbreaking therapies and brilliant minds working together, cures are being developed by re-programming cells and use the body’s own cells to find “the cure is within”.
Legend had a fairly unique need: help them re-brand their new global immunotherapy company without losing the positive connections they had to their parent corporation and colleagues, Genscript in China, amidst a challenging global political landscape. We started at the very beginning, helping them re-imagine, position and articulate their new brand from the ground up and prepare their company for the launch of their first asset: a dual-epitope BCMA-targeting CAR T, which rocked the immuno-oncology world at ASH a year before we signed on.
Custom typeface, striking color palette and high contrast imagery were just some of the brand hallmarks we created, while also developing messaging, corporate materials, slide decks, investor presentations, booth experiences, CRM templates, country-specific brand guidelines as well as all sorts of corporate swag.
When the GSKDirect team asked us if we had recommendations on how to improve the UX of their eCommerce engine, our first question was: What do you want to do? That simple opening was followed by a few months of design-centered thinking (without the benefit of a content document, index, sitemap or wireframe), to hash out the new functionality and experience. When tested, all user types found the new design to be a vast improvement over the current site — a nice thing to hear on a project of this magnitude.
While we handled many other digital projects and launch assignments for GSK and their various brands, this one still stands out as my personal favorite.
Independence Blue Cross, or IBX, is known within the insurance space as being a proud supporter of innovation. A team of us from Razorfish Health kicked in a number of ideas as part of their Game Changers challenge, including a series of highly social and user tagged/rated events—all geared towards staying fit and being active.
I co-founded a product development group while I was at Digitas Health called MODUS, under the guidance of Craig Douglas, who is now their Chief Growth Officer. The purpose was to create a Creative, UX and Dev team that could quickly concept, create, deploy and sell licensable products, prototypes or ways of working (i.e. recurring revenue). In other words, to get paid for more than just the idea.
But the first step was to give this group a name and an identity.
MODUS is a latin word which literally means limit but also connotes habits or ways of working, which for us was quickly, collaboratively and using the most advanced tools and user insights.
Credit to Wayne Middleton, Billy Hartman, Phil Marchek and Adam Buhler for their major contributions and belief.
Amazing Surf Adventures’ Operation Surf is a program designed to help active military personnel overcome physical, mental and emotional trauma through the power of surfing.
The team at Backe and the Backe Foundation became involved on Christmas Day of 2016 at a philanthropic level, then soon offered our agency services to help update their look and feel. Not content to stop there, we produced ideas, such as a custom shaped balsa surfboard and Heroes Stadium Cup, to help them raise funds.
The Chief Medical Officer of Pfizer, Dr Freda Lewis Hall, had an idea…really more of a calling — to help people live healthier lives. So her team asked the team at Razorfish Health to help articulate their vision for the project and create the digital experiences consumers would need to access these resources, beginning with the site. If a Healthier World begins with making smart choices, the first ones start with good UX.
Insights and interviews with people living with cancer told us a few things. One was a reminder of how powerful and resilient people can be when faced with unbelievable adversity. But the other was how difficult it was to find accurate, up to date information on clinical trials. So we developed an application called MyPractice, designed to simplify the information while connecting to data sources, like clinicaltrials.org, on the backend. The product was demonstrated at a digital expo in Paris and circulated heavily between Razorfish Health, Publicis Healthcare Communication Group’s Innovation Committee and Sanofi, as proof of innovative thinking and user-centered design.
A Disease State Awareness campaign produced for REBLOZYL US, designed to increase the urgency around treating LR-MDS—a hematologic cancer caused by a lack of sufficient hemoglobin production.
When a highly respected cinematographer tells you that he’s heading to Iceland, to film something, you quickly come up with that something. In this case, it was a broadcast spot that he then pitched to Shell directly.
A collaborative effort between myself and cinematographer/ASC Sean Steigemeier, to highlight the alternative fuels that Shell is producing in places like Iceland. Cool technology in an even cooler location.
Starbucks has an incredibly strong design culture, as evidenced by their branding, particularly at the point of sale. My team worked with their in-house designers to develop stamps (never done with an outside group), sales meeting logos, training materials and point of sale collateral.
As the world’s leading supplier of generic pharmaceuticals, TEVA’s name is widely known to customers looking for high quality alternatives to branded products. But when it comes to biosimilars and the world of oncology, TEVA needed help creating a franchise and brands that did more than compete on price but safety, efficacy and purity. That work will never really be done but this is where it began.
Microsoft was in a Creative pinch. They had a large TV buy to soft launch WebTV but no new creative to run. My team at Upshot jumped into action with just a few weeks to write, shoot, edit and finish. Thanks to Chuck and Clay at the helm, the spot turned out to be charming and hit the right features and benefits.
Upshot usually handled promotional duties only. But when Microsoft mentioned that they didn’t have a commercial ready for a major TV buy, my team jumped at the chance. With the help of DPs Chuck Benett and Clay Williams, we pulled this spot together to the delight of Mr Gates. Or so we were told.
