Personas to message
Grounded every creative decision in audience demographics and personas, then tested messaging before committing to a launch-ready tone of voice.
Brand launch
DiRx Health
Affordable Medicine for All.
An emerging online pharmacy set out to deliver low-cost, FDA-approved medicine with no insurance required—and needed a brand that could stand up to entrenched competitors on day one.
Overview
The brief, in full.
I led the entire consumer and healthcare-partner brand experience for DiRx as a start-up, shaping how the company showed up from first impression to fulfilled prescription.
The work moved from demographics and personas into messaging and testing, then into a managed creative team that carried the platform through its official launch.
Assets spanned website and app UX/UI, identity, packaging, advertising, illustration, photography and social marketing. I also managed the packaging vendor and prepared the media launch.
The Challenge
Building from the ground up.
How to create a distinctive, compelling brand voice and visual language for a start-up entering a category full of fierce, well-funded competitors.
The Approach
How the work moved.
A full-system brand
Built identity, packaging, web and app UX/UI, ads, illustration and photography as one coherent consumer and healthcare-partner experience.
Team and vendor orchestration
Managed the creative team and packaging vendor through production and media-launch preparation to land the full system on time.
Outcome
The result.
The complete brand experience launched on time and on budget to the satisfaction of owners and investors, giving DiRx a credible, distinctive presence against much larger competitors.
Creative DirectionConceptualizationBrand GuidelinesMessagingWeb UX/UISocial ContentPackagingPhotographyIllustration
Selected Work SAMPLES
Project gallery.
