Healthcare Brand Launch

Merck | CAPVAXIVE®

Senior Designer / Art Director

Motion

Digital Experience

Art Direction

Web

Print

Overview:
The CAPVAXIVE launch marked the debut of a new pneumococcal vaccine brand. Bringing it to life required a cohesive visual system capable of translating complex medical information into engaging digital experiences, motion, and print communications across multiple customer touchpoints.

Role:
As Senior Designer and Art Director*, I helped shape the visual strategy from early concept development through multi-channel execution. Partnering closely with marketing leadership and cross-functional stakeholders, I developed storyboards, Figma UI designs, photography direction, motion graphics, and campaign assets that delivered a cohesive, engaging brand experience.

BRAND FOUNDATION:

To establish a cohesive visual identity for the CAPVAXIVE launch, I helped develop and apply a flexible brand system that could scale across every customer touchpoint. From color, typography, and photography direction to layout principles and graphic elements, the visual language was designed to remain recognizable while adapting seamlessly across digital, print, motion, and campaign communications.

WEBSITE:

The website served as a central destination for patients and healthcare providers, balancing educational content with an engaging visual experience. Responsive layouts, modular components, and a consistent visual system helped simplify complex medical information while maintaining accessibility and brand continuity across desktop and mobile platforms. Below are only 3 section/examples of the multi platform web experience spanning HCC and HCP.

Patient Brochure:
The patient brochure carried the Launch visual system into print, combining bold color blocking, patient-focused photography, and clear information hierarchy to make complex clinical and safety content approachable and easy to navigate.

In-Office Digital Experience:

The CAPVAXIVE campaign extended into healthcare settings through PhreesiaPad and other in-office digital displays, adapting the brand experience to deliver clear, engaging messaging at key points in the patient journey.

WebMD Poster (In-room POC)

Digital Campaign:

Motion graphics, banner ads and social content extended the campaign beyond traditional marketing materials, creating engaging, shareable experiences that reinforced key messaging across digital channels. Animation, video, and digital advertising introduced movement and personality while maintaining consistency with the broader visual system established throughout the launch.

Key ConTRIBUTIONS

  • Concept Development
  • Art Direction
  • Web Design
  • Motion Graphics
  • Print Collateral
  • Photography Selection and Editing
  • Brand Guidelines
  • Cross-functional Collaboration
  • Stakeholder Presentations