Novartis
Freelance UX/UI & Graphic Designer // 2008
Freelance UX/UI & Graphic Designer // 2008
CAMPAIGN & UX/UI DESIGN
Lucentis “Looking Forward” Campaign, Lucentis Patient Website & CV Success Zone
Lucentis “Looking Forward” Campaign, Lucentis Patient Website & CV Success Zone
Situation
Novartis needed patient-friendly materials for two health areas that had to meet strict regulatory standards and keep the trusted brand identity. For Lucentis (ranibizumab), a treatment for wet age-related macular degeneration (wet AMD) and other retinal conditions, it needed an integrated bilingual campaign and a dedicated website to raise awareness, support treatment adoption, and educate patients, caregivers, and healthcare professionals. Because many of these users are older adults or have vision impairment, accessibility was essential. For cardiovascular health, it needed a secure, patient-friendly platform for people managing their blood pressure.
Novartis needed patient-friendly materials for two health areas that had to meet strict regulatory standards and keep the trusted brand identity. For Lucentis (ranibizumab), a treatment for wet age-related macular degeneration (wet AMD) and other retinal conditions, it needed an integrated bilingual campaign and a dedicated website to raise awareness, support treatment adoption, and educate patients, caregivers, and healthcare professionals. Because many of these users are older adults or have vision impairment, accessibility was essential. For cardiovascular health, it needed a secure, patient-friendly platform for people managing their blood pressure.
Solution
As lead UX/UI designer and creative lead, I developed a connected set of empathetic, compliant resources. For Lucentis, I led the “Looking Forward” campaign, a bilingual, multi-channel effort combining promotional and educational materials to build trust and encourage long-term adherence, alongside an accessible website for patients and caregivers. For cardiovascular health, I designed the CV Success Zone, a website that gave patients easy tracking tools and personalized health guidance in a safe environment.
As lead UX/UI designer and creative lead, I developed a connected set of empathetic, compliant resources. For Lucentis, I led the “Looking Forward” campaign, a bilingual, multi-channel effort combining promotional and educational materials to build trust and encourage long-term adherence, alongside an accessible website for patients and caregivers. For cardiovascular health, I designed the CV Success Zone, a website that gave patients easy tracking tools and personalized health guidance in a safe environment.
Execution
For the “Looking Forward” campaign, I designed and delivered a bilingual website, monthly print newsletters, patient and caregiver guides, interactive CD-ROMs, brochures, and email templates. I built the campaign in two phases: high-impact promotional materials first, then in-depth educational content on retinal diseases, treatment mechanisms, and lifestyle support. Everything followed PAAB compliance and a unified brand identity, with a focus on intuitive navigation and empathetic visual communication across digital and print.
For the “Looking Forward” campaign, I designed and delivered a bilingual website, monthly print newsletters, patient and caregiver guides, interactive CD-ROMs, brochures, and email templates. I built the campaign in two phases: high-impact promotional materials first, then in-depth educational content on retinal diseases, treatment mechanisms, and lifestyle support. Everything followed PAAB compliance and a unified brand identity, with a focus on intuitive navigation and empathetic visual communication across digital and print.
For the Lucentis website, I used large, readable typography (a minimum of 18px) with built-in text scaling controls, and built clean layouts with strong visual hierarchy and high-contrast elements that worked across desktop, tablet, and mobile. I developed educational content including curated recipes, wellness tips, and lifestyle guidance, while following Bayer Healthcare brand guidelines and PAAB requirements.
For the CV Success Zone, I created a clean, accessible, mobile-responsive layout with strong calls-to-action and intuitive navigation. I designed features for securely logging blood pressure readings, viewing trends, and receiving personalized lifestyle recommendations, and added a monthly email newsletter subscription to encourage ongoing engagement. I applied a warm, reassuring look with clean typography, appropriate colour palettes, and high-contrast elements, within pharmaceutical compliance standards.
Result
The Lucentis campaign and website gave patients and caregivers accessible, trustworthy resources on wet AMD, delivered consistently across web, print, disc, and email in both official languages. The CV Success Zone gave patients a supportive, compliant way to track their blood pressure and follow personalized guidance. Across all three pieces, the work held to Novartis’s regulatory and brand standards while putting the patient experience first.
The Lucentis campaign and website gave patients and caregivers accessible, trustworthy resources on wet AMD, delivered consistently across web, print, disc, and email in both official languages. The CV Success Zone gave patients a supportive, compliant way to track their blood pressure and follow personalized guidance. Across all three pieces, the work held to Novartis’s regulatory and brand standards while putting the patient experience first.
