Senior Social Creative Designer + Illustrator
Novo Nordisk:
Diabetes What’s Next?
Social static
Within an agency, I was the lead designer on the social retainer for the pharmaceutical, Novo Nordisk. We launched a campaign and sub-brand on social media, called Diabetes What’s Next?
The purpose is to bring awareness and education to the illness of diabetes to the broader audience. To challenge the preconceptions around diabetes and to nurture a supportive community for those living with diabetes as well as their loving friends and family.
All assets were to be localised for EMEA territories.
Illustration style for video features
The Branding
Using the brand guidelines, I adapted the visual identity to be social friendly to create engaging and relatable content.
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Educational but personal
Authentically human to build trust
Simple and clear
Distinct to drive change -
Use of Novo Nordisk branded colours.
Colour scheme established based on type of content/target audience for easy recognition and balanced content calendar.
Pink - Type 1 diabetes
Green - Type 2 diabetes
Blue/Greys - Both type of diabetes -
Using Novo Nordisk’s branded font Apis.
Copy must always be in True Blue and legible as a symptom of diabetes is visual impairment. -
Simple white grid lines to present information in an easy to digest format.
Overlapping elements add playful flair to composition. -
To represent the balance between blood flow and insulin.
The rounded, free flowing shapes bring a sense of friendliness to a serious topic. -
Used only to navigate, amplify and simplify the message.
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Used as a supporting style to help tell people’s stories if they feel uncomfortable showing their faces.
Expressive lines to capture emotion. -
Real people, living real lives to build on authenticity.
Must fit into the blue/grey world of Novo Nordisk with hints of pink and green.
There’s #MoreToMe than diabetes.
Campaign
Through personal stories told by those living with diabetes, the campaign #MoreToMe was launched. Empowering quote cards, videos and other social assets, conveyed how individuals and their family were impacted but not defined by their illness.
All social posts linked back to a website article with more information.
The finer details
Legal awareness is needed for a pharmaceutical brand, to not promote certain medications but bring awareness to illnesses.
All information and phrasing is fact checked, relevant sources should be provided if necessary. Official approvals are to go through the Veeva system.
Instagram stories (2 Frames) -
Cross posted to Facebook Stories.
Facebook and Instagram Carousel
Social assets
Paid was put behind specific assets to push to the website for more education. A/B testing was used to see what messaging and visuals performed better.