case study

Campaign Development Collaboration, Logo Exploration, and Illustration for platinum-resistant ovarian cancer (PROC) Disease State Education

  • A disease-state education initiative designed to increase awareness and understanding of platinum-resistant ovarian cancer (PROC) among healthcare professionals (HCPs). As a rare and aggressive disease with limited treatment options and evolving clinical research, the platform was created to provide clinicians with a centralized destination for disease-state education and emerging scientific insights.

  • Collaborated with a cross-functional creative team developing the HCP DSE campaign, while exploring the visual identity, illustrating the iconography system, and other supporting visual assets used throughout the experience.

  • Healthcare professionals navigating complex oncology landscapes are often required to absorb large volumes of rapidly evolving scientific information.

    The challenge was to create a visual system that could support:

    • scientific credibility
    • efficient information processing
    • content discoverability
    • consistency across educational materials

    while differentiating the platform from more conventional pharmaceutical disease-state resources.

  • Develop a cohesive visual language that communicates complex scientific information in a clear, modern, and engaging way.

    Rather than relying on conventional pharmaceutical aesthetics, the program sought to create a distinctive visual language that balanced scientific rigor with human-centered communication.

  • Clarity improves engagement. Educational platforms are more effective when complex information is organized into intuitive and easily navigable systems.

    A cohesive visual system can help reduce cognitive burden and improve information accessibility.

    Scientific communication doesn't need to feel cold. Visual design can reinforce credibility while still creating a warmer emotional experience for HCPs, who are typically targeted using a more clinical approach to design.

    Distinctive design makes for unforgettable experiences. A differentiated visual identity can help educational resources stand apart within a saturated oncology information landscape.

Experience design system

  • Centralized Disease-State Education Hub

    The platform was designed to serve as a single destination where healthcare professionals could access educational resources, disease-state information, and updates related to PROC research.

  • Visual Identity System

    Designed a logo centered on illuminating a lesser-known disease state and creating a recognizable identity for the educational platform.

    The mark above the “i” is an abstraction of a cortisol receptor into a visual symbol representing scientific discovery, visibility, and knowledge-building.

  • Illustration + Iconography

    Created a custom icon library designed to support comprehension of complex healthcare concepts through a more contemporary visual language.

    The system utilized, thin-line illustration, layered color offsets, and geometric forms to create a distinctive high-science aesthetic while maintaining consistency across the educational experience.

  • Cohesive Educational Framework

    The visual system established continuity across site sections and educational content, helping reinforce hierarchy, navigation, and content organization throughout.

outcome

The initiative established a cohesive disease-state education platform designed to support awareness and understanding of platinum-resistant ovarian cancer among healthcare professionals. Through a unified identity system, custom iconography, and consistent visual communication framework, the platform helped translate complex scientific information into a more organized and accessible educational experience.

REFLECTIONS

My approach to visual exploration and communication focuses on:

building scalable and engaging visual systems

supporting learning through thoughtful information design

balancing COMPEXITY OF THE DISEASE STATE with WARMTH AND accessibility

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