CLIENT: UCB
BRAND: Unbranded gMG (pilot program)
This pilot program, developed in close collaboration with UX and Behavioral Science teams, was designed to empower individuals living with generalized myasthenia gravis (gMG) to better navigate their treatment journey. At its core was a thoughtfully crafted workbook that guided patients and caregivers through a series of exercises to uncover key insights, set meaningful goals, and foster productive conversations with physicians and care partners.
The client recommended an illustrative design approach, which brought warmth, accessibility, and visual clarity to the experience. The result was an overwhelmingly positive reception—workbooks quickly ran out at conferences, prompting ongoing reprint requests. This success not only strengthened our client relationship but also led to the agency being awarded additional business.
Podcasts
I spearheaded the development of a branded podcast series designed to promote both the pilot program and its accompanying patient workbook. To amplify reach, I created a comprehensive social media kit for advocacy groups, equipping them with ready-to-use posts, graphics, and messaging to share across their channels—ensuring consistent, wide-scale promotion and driving awareness within target communities.
