Client Challenge

The client, IncyteCARES, an oncology-focused patient support brand, needed to expand to accommodate the launch of a new dermatology product and two additional product approvals in the next few years. The legacy material design using photography was expiring and not suitable for the new product and patient profiles. Additionally, there was no overarching brand ownership on the client's side.
 

Solution:
To address these challenges, I led the creative solution as follows:
 

1. Developed custom flexible illustrations for each product and indication, eliminating the need for custom photography and achieving cost savings and speed to market for the client and future brands.

2. Built new websites with a templated design system to allow for future expansion with additional efficiencies and cost savings.

3. Created a comprehensive editorial and design style guide for the brand.

4. Revised IncyteCARES materials to incorporate the new dermatology product for both healthcare professionals and patients.

5. Part creative brand manager for the client.
    

Results:
The project was a success, resulting in:

1. Six consistent websites under one support brand, including healthcare professional and patient websites for all three products, as well as triage pages for easy navigation.

2. Refreshes and creation of more than 30 additional patient support tactics, including print materials and CRM for healthcare professionals and patients, as well as materials for the sales team.

3. A unified experience for the patient support brand across all products, including a new IncyteCARES mission statement.
    

This approach not only provided cost savings and speed to market but also created a unified experience for the patient support brand, leading to greater engagement and brand recognition.