Art Direction
Brand Identity
Campaign Design
Patient Education
Rare Disease
My role:
Art Director — Brand Identity, Campaign Design, Patient-Centered Storytelling
Tools:
Adobe InDesign, Photoshop, Illustrator
Art directed brand, identity, and campaign materials to support the launch of VIMIZIM™ (elosulfase alfa), an enzyme replacement therapy for patients with Morquio A syndrome. This work was part of a U.S. and global initiative to educate both patients and physicians, while introducing BioMarin’s first-ever treatment for this rare disease.
The challenge
Effectively introduce a first-in-class rare disease therapy to a pediatric audience, balancing scientific accuracy with emotional resonance for both patients and physicians.
The problem
Effectively communicate the value of a complex, first-in-class therapy to two distinct audiences—patients and physicians—while remaining sensitive to the realities of a rare, progressive disease.
The goal
Create a cohesive patient-facing brand and campaign system that educates, empowers, and drives trust in the treatment—that educates, empowers, and builds confidence in the therapy—adapted for global audiences.
The Approach
An empathetic, educational process grounded in patient voices and medical clarity.
Patient Storytelling
Interviewed and photographed real families to authentically capture lived experiences and strengthen emotional connection across materials.
Clinical Accuracy
Partnered with medical directors to ensure clarity and precision—translating the therapy’s impact, administration, and expected outcomes into accessible language and visuals.
Evolving Support
Expanded campaign post-launch to introduce at-home infusion kits, empowering families with new ways to manage ongoing treatment needs.
My Contribution
Directed and designed emotionally resonant campaign materials that combined custom visuals, lived patient stories, and clinical clarity—making a rare disease feel more understood and navigable for families.
Creative Direction
Led end-to-end visual development and campaign execution across touchpoints, ensuring consistency, empathy, and clarity.
Photoshoot & Interview Direction
Conducted and directed interviews and photoshoots with real patients and families to bring authenticity and trust to campaign visuals.
Custom Illustration
Created hand-drawn visual assets to explain treatment journeys and future health challenges in a way that felt gentle, personal, and human.
Brand Launch & Educational Materials
Directed the brand launch and developed a suite of story-driven, educational brochures—crafted to introduce the therapy, explain treatment clearly, and support families throughout their care journey.
Home Infusion Kit
Expanded the campaign for at-home care with simplified instructions, visual cues, and thoughtful design tailored to family settings.
Peer Support Tools
Branded and designed materials for Morquio A Mentors to foster connection and encouragement among newly diagnosed families.
From first diagnosis to long-term treatment, this body of work blends education, storytelling, and system clarity—empowering families, supporting providers, and helping a new therapy reach those who need it most.
Patient Education & Experience
Empowering Families Through Education and Connection
A suite of thoughtfully designed materials to help patients and caregivers understand their diagnosis, navigate treatment, and connect with peer support from day one.
At-Home Treatment & Administration
Clarifying the Complexities of Rare Disease Therapy
Visual tools and reference materials that simplify dosing, safety, and administration for both healthcare providers and families managing care.
Building Confidence in a New Routine
Combined storytelling and visual cues to empower patients and caregivers with clarity, reassurance, and practical support.
Home Infusion Shipping Card & Checklist
Mentor Program Materials
Created peer-support and educational materials—including a mentor recruitment card and live webinar invite—to foster connection, build confidence, and guide families newly diagnosed with Morquio A.
Visual tools and reference materials that simplify dosing, safety, and administration for both healthcare providers and families managing care.
Physician Folder & Launch Letter
Designed the launch folder and introductory communication to announce VIMIZIM’s approval—delivering key clinical and access information to healthcare providers in a clear, structured, and brand-aligned format.
Orthopedic Brochure
Positioned VIMIZIM™ as a therapy that could delay the need for surgery and improve endurance—educating orthopedic surgeons on its systemic benefits and encouraging coordinated care for patients with Morquio A.
Product Labeling, Packaging & Formulary Materials
Designed the vial and carton packaging for VIMIZIM™, as well as supporting product pages and a branded formulary letter—ensuring regulatory accuracy, brand consistency, and clear communication for providers.
RN Reference Folder
Product Compendium
Designed a comprehensive product compendium to support healthcare professionals—offering in-depth clinical data, safety guidance, and treatment protocols for VIMIZIM™ in patients with Morquio A.
Impact
Outcomes
Enabled Patient-Centered Understanding:
Designed intuitive, empathetic materials that demystified rare disease treatment for patients and caregivers—improving emotional clarity and treatment confidence in a high-stakes health journey.
Advanced Health Literacy Through Design:
Simplified complex infusion and dosing information into visually accessible formats that supported long-term therapy adherence and earlier intervention.
Bridged Clinical and Human Needs:
Developed tools that supported field educators, providers, and patients—balancing regulatory accuracy with human-centered storytelling.
Unified Brand Experience Across Touch Points:
Brought consistency and clarity to VIMIZIM™’s identity through a cohesive suite of educational tools, leveraging brand design to build trust without sacrificing usability.
Demonstrated End-to-End Execution:
Led visual design from concept through delivery across brochures, compendia, infographics, and care team guides—ensuring accessibility, scalability, and emotional resonance.