Epkinly Branding Evolved
Client:
Christina Armstrong
Programs used:
Adobe Illustrator
The design challenge was to evolve Epkinly’s branding for an HCP audience, making sure it stood out in comparison to its competitors as a third line drug treatment for DBCL patients. Furthermore, both deliverables (a website MOA page and booth design pictured) had to convey the company’s brand promise of transforming patient lives in an efficient and meaningful way.
Role:
Research, Design Strategy, & Illustration
Target Audience:
HCP
The design challenge was to evolve Epkinly’s branding for an HCP audience, making sure it stood out in comparison to its competitors as a third line drug treatment for DBCL patients. Furthermore, both deliverables (a website MOA page and booth design pictured) had to convey the company’s brand promise of transforming patient lives in an efficient and meaningful way.
Branding Before:
While the water-color background is a logical style
for a patient audience it is reminiscent of competitor branding choices. Epkinly should evolve away from this towards a unique and ownable style for its website.
The graphic illustrative style does well to catch a viewer’s attention; however, the science can be elevated and streamlined for an HCP audience so it’s a quicker read through without needing to interact with pop ups.
Illustrations from Epkinly's HCP & Patient Websites.
The current primary and secondary color palette lack cohesion and a range of values. Additionally, all of the of the secondary colors are an exact or close match to Epkinly’s competitors’ color palettes.
The warm and highly saturated colors of the secondary color palette currently overpower the primary palette, making it harder to establish clear visual hierarchy.
Epkinly’s bispecific antibody is derived from Genmab’s duobody technology, and it is the only DBCL treatment option visualized in this style. It stands out and its significance as a novel technology should be both maintained and emphasized in the new website design.
Secondary Accents
Primary Colors
The current primary and secondary color palette lack cohesion and a range of values. Additionally, all of the of the secondary colors are an exact or close match to Epkinly’s competitors’ color palettes.
The warm and highly saturated colors of the secondary color palette currently overpower the primary palette, making it harder to establish clear visual hierarchy.
Epkinly’s bispecific antibody is derived from Genmab’s duobody technology, and it is the only DBCL treatment option visualized in this style. It stands out and its significance as a novel technology should be both maintained and emphasized in the new website design.
Secondary Accents
Primary Colors
Branding After:
The Epkinly logo is steeped with meaning referring to the relationship between an HCP and their patient, the MOA of a bispecific antibody, and finally the partnership between Abbvie and Genmab to create the drug. The evolved color palette will take influence from both pharma companies’ brand colors as indication of the partnership formed in the name of prioritizing patient-first medicine.
The refined, saturated, and modernized color palette for Epkinly invokes feelings of optimism and trust in its viewers. Importantly, Epkinly’s refined color palette is unique in the competitor landscape.
To be used in iconography and character design, the secondary color palette reinforces themes of stability and is cohesive with the brands primary palette. These colors are muted, as they are both cooler and less saturated. This is ideal for clear reinforcment of visual hierarchy.
Primary Colors
Secondary Accents
The refined, saturated, and modernized color palette for Epkinly invokes feelings of optimism and trust in its viewers. Importantly, Epkinly’s refined color palette is unique in the competitor landscape.
To be used in iconography and character design, the secondary color palette reinforces themes of stability and is cohesive with the brands primary palette. These colors are muted, as they are both cooler and less saturated. This is ideal for clear reinforcment of visual hierarchy.
Primary Colors
Secondary Accents
