Pfizer: Xultophy

XELJANZ (tofacitinib) was the first FDA-approved pill of its kind (JAK inhibitor) that treats adults with moderate to severe ulcerative colitis, moderate to severe rheumatoid arthritis, active psoriatic arthritis, active ankylosing spondylitis, and XELJANZ is also approved for patients ages 2 and older with active polyarticular course juvenile idiopathic arthritis.

I was part of the creative pitch team that help win the business for HAVAS H4B Chelsea. The account became the largest account for the agency and had a team of 40 people work on the brand.

I lead the art team for UC (ulcerative colitis) for U.S. and global, and had a team of 6 designated art directors and designers working with myself.

The campaign called “Turning Point” represents a turning point for patients in their disease, a turning point that HCPs can feel confident and optimistic about with prescribing XELJANZ.

The X icon is united with patient imagery that clearly expresses the potential impact of XELJANZ in patients condition and, reinforcing the goal of HCPs to get their patients back to the activities they enjoy.

The range of projects developing the brand included campaign development, user experience, branding guidelines, convention design, logo design, animation, photoshoots, print material, customer experience and social media.

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