Concepting / Branding
Branding is not a just a logo, fonts and colors. It’s the story you want your service, company, or product to tell. How you want your company to be remembered, and how you want your customers to feel.
DaTscan: Two Patients. One Scan. Clear Answers.
GE Healthcare needed a compelling launch concept for DaTscan, their groundbreaking new imaging agent. The objective was to highlight how DaTscan could distinguish between patients with similar symptoms, one with essential tremor and the other with Parkinsonian syndromes, each requiring a different diagnosis.
I proposed a concept early on that clearly illustrated this contrast. However, our group art supervisor insisted on exploring alternative directions. After nearly a year of pursuing other concepts, the client became increasingly frustrated. Eventually, my original idea was revisited and presented. The client immediately embraced it. The campaign not only launched successfully but ran for over five years. As a result, we secured the entire imaging agent product line from GE Healthcare.
Launch Sales Aid
Launch Animation
Launch Journal Ad & Launch Sample Package
Launch Web site
Launch Sales Aid
Launch Animation
Launch Journal Ad & Launch Sample Package
Launch Web site
SOMA: Finding the Right Fit: Launching Meda’s “Goldilocks” Dosage Strength
Meda Pharmaceuticals needed a strategic campaign to launch a new dosage strength designed to address a growing issue in the field. Physicians were increasingly prescribing two doses off-label to manage more severe musculoskeletal pain, raising concerns about overmedication. Meda’s goal was to offer a more effective, balanced solution—strong enough to meet patient needs without exceeding safe dosing guidelines. The campaign needed to communicate this “just right” option clearly and confidently to healthcare providers.
Teaser Ad for New Dosage Strength
Mailer 2
Mailer 3
Mailer 1
Teaser Ad for New Dosage Strength
Mailer 2
Mailer 3
Mailer 1
Surfaxin: Giving Tiny Fighters a Better Chance
We were tasked with creating a launch campaign for a powerful new treatment designed to help premature babies breathe. This product, a lab-made version of surfactant, a protein naturally produced by full-term babies—helps keep the lungs open by reducing surface tension in the airways. Premature infants, however, are often born before their lungs can produce this critical protein.
Although the campaign was ultimately shelved due to launch delays and evolving use cases (including apnea treatment), it remains a standout example of strong team collaboration and emotional storytelling.
Premature birth is an incredibly stressful experience for families and healthcare providers alike. Our goal was to convey hope and strength through both copy and visuals. I initially developed the concept line, “Give a Two-Pound Baby a Fighting Chance.” My writing partner evolved it to “Give a Two-Pound Fighter Better Odds.” Our creative director and art director took it further, envisioning a striking image of tiny boxing gloves on a premature baby’s hands—symbolizing resilience and the life-saving support this treatment could provide.
