GSK Bliss Believe Clinical Trial
Art Direction, Graphic Design, Client Engagement, Production
Deliverables:
BRANDING GUIDELINES / LOGO DESIGN / PRINT COLLATERAL
Objective:
Create an identity and collateral for an upcoming Lupus study, Bliss Believe, inviting patients to participate in the U.S. clinical trial. If the U.S. trial meets its participant threshold, the trial may move forward to a global stage.
Requirements:
1. Do not convey this trial as a cure.
2. Do not show overly joyful people.
SURPASSED U.S. PARTICIPANT THRESHOLD TO LAUNCH GLOBALLY
Inside info:
Lupus is commonly identified by the butterfly pattern it makes on the patient’s face and has been adopted by the Lupus community as its representative symbol. Purple is also its adopted awareness color. Though those primarily affected are Hispanic and African American women, it has been reported to affect men from other demographics.
Requirements:
1. Do not convey this trial as a cure.
2. Do not show overly joyful people.
Outcome:
Bliss Believe was given an identity - logo, color palette, style guide, tone of voice, imagery. The logo shows the main butterfly breaking apart to evoke a faded disease state. The headline and subhead of the recruitment posters convey a tone of empowerment for the prospective patient. As purple is the color most associated with Lupus, the palette introduces tones of maroon and pink to represent the rose color of the disease itself. If left here, the palette with just these 3 colors conveys an overly used feminine trope. The addition of navy blue and orange are used as gender neutral identifiers not only appeal to a wider demographic but add contrast and complexity to the overall palette.
Using these elements together, recruitment and retention materials were developed to include: transit posters, brochures, specialty items, study outline guides for patients, and clinical investigator materials. Once the trial surpassed the initial milestone of patient signups, all recruitment materials were translated into several languages to be used globally.