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From pitch to brand development, I led one of the agency's biggest projects. We got hands-on with brand strategy workshops to create a unique identity in a crowded, competitive market.
One of the pitch-winning ideas was highlighting that Alzheimer's patients, if diagnosed earlier, could benefit from treatments that allow them to live more gracefully. This was especially personal for me, as I am dealing with a loved one who has dementia. Knowing that music has a significant impact on people with Alzheimer's, we embraced the theme of "Amazing Grace." This theme underscored our story and aligned perfectly with our tagline, "Live Gracefully" emphasizing how early diagnosis can help individuals live with dignity and grace.
For Roche's Alzheimer's brand, temporarily named RYGANVI, we built a narrative from the ground up. We began with a thorough competitive analysis, identified the brand archetype, and developed messaging that was rigorously tested. This approach informed every detail of the brand's look and feel, from colors and logo to typefaces and use cases. Each element was carefully integrated into solid brand standards, ensuring a cohesive and impactful identity. This project showcases our talent for turning complex challenges into powerful brand stories, making a real difference in the healthcare space.
Despite all our effort and thinking, the drug unfortunately did not meet FDA approval, and we were unable to continue the work.
Art: K. Mann. Design: Joe Acee. Copy: Melissa Cahill Video: Luke Aker
