Sector
Healthcare
Deliverables
Brand Assessment, Market Research, Brand Positioning, Persona Development, Event, Campaign
INSIGHT
Legacy healthcare products often rely on outdated messaging that lacks emotional resonance or modern relevance.
CHALLENGE
Help J&J reposition a line of wellness offerings for a European audience through experiential storytelling and brand repositioning.
SOLUTION
Partnered with the global design director and local marketing team to lead ethnographic research and develop a brand story anchored in empathy and innovation. Designed campaign collateral, stage design, signage, and interactive event touchpoints that reintroduced legacy products with a refreshed visual and verbal identity. The work contributed to increased customer engagement and internal stakeholder alignment.
OVERVIEW
Background
Partnered with global design director and multi-disciplinary design team to help visionary company, Johnson & Johnson amplify their unique story through the development of novel health & wellness experiences across legacy products.
The Value of a Design System
Experiential storytelling, ethnographic research, and positioning elevated the brand image and drove audiences to action through a campaign and pop-up retail experience at Bikini Berlin: The Concept Shopping Mall.
REFLECTIONS
As the senior graphic designer with a focus on brand, I set goals that reflected my strategic thinking with an ability to drive innovation through the design of novel health & wellness experience.
Key Learnings
Branding with a voice, evolved tone, messaging, and storytelling across touch-points.
Strategic positioning was central to this brand evolution case study—it drove the the KY health brand forward with purpose and determination.
Development of bold, modern narrative-first design that shows how each brand story unfolds across touch points that reflected the innovative nature of Johnson & Johnson, and resonated with new key audiences.