MedTech Launch II
Role
Creative Director
channel presence
HCP marketing materials, sales enablement assets, motion/video, limited digital extensions
category
Launch Campaign
00
Challenge
At the time, the product entered a category already occupied by both internal portfolio offerings and strong external competitors. The challenge was not simply awareness — it was distinction. We needed to carve out a clear, defensible visual and messaging space without fragmenting brand equity or overlapping adjacent product claims. Every creative decision required precision to ensure clarity without cannibalization.
Approach
Working within an established and tightly governed brand system, I led a design-first exploration focused on visual differentiation. Rather than redefining messaging, we engineered separation through hierarchy, color balance, composition, and asset system design. Each concept was pressure-tested against adjacent portfolio campaigns to ensure distinctiveness without erosion of the master brand.
My Role
Led the creative strategy and visual system development, collaborating closely with brand, regulatory, and product marketing stakeholders to ensure alignment across the broader portfolio. Acted as a strategic filter — balancing innovation with brand compliance while protecting category positioning across simultaneous launches.
tools
Adobe CC
deliverables
Creative Concepts that were translated into tactics including social assets, sell sheets, videos, web pages and emails.
Working within a highly regulated brand framework, I led a visual-language exploration to create category distinction without altering the core messaging architecture. Differentiation was achieved through controlled shifts in gradient behavior, spatial composition, tonal balance, and typographic hierarchy — allowing the product to stand apart while preserving systemic brand consistency. The resulting asset system was built for cross-channel scalability and launch-readiness.
01
Campaign Territory Exploration
02
Landing Page & Web Banners
03
Social Assets
video
Motion Direction
Directed launch motion assets to extend the campaign’s visual language into dynamic storytelling formats for internal and external presentation.
Motion adaptation for digital distribution
