Novartis: More Than Words
Landing Page and Evite
Overview
Novartis is a global pharmaceutical company committed to reimagining medicine and improving patient outcomes through innovative treatments. In 2021, Novartis launched More Than Just Words, a multiyear campaign focused on addressing racial disparities in breast cancer care and advocating for healthcare equality within the Black community.
Role
Art Direction
Branding
Web Design
Storyboarding
Print Design
Social Media
Branding
Web Design
Storyboarding
Print Design
Social Media
Branding
Social Posts
Challenge
The campaign needed a distinct and inspiring identity that would raise awareness while directly engaging the Black community. It had to be bold, empowering, and adaptable across multiple platforms, including social media, trade show, video, and print. Striking the right balance between urgency and approachability was crucial to ensuring the message resonated with the audience.
Branded Video
Animated Logo
Process
Extensive research into healthcare disparities and cultural representation informed the campaign’s visual direction. Concept development explored typography, color, and layout strategies that would create impact while maintaining clarity. Multiple iterations refined the design to ensure it communicated strength and accessibility across different platforms.
Unused Logo Concepts
Solution
The final branding was designed for versatility and impact. Overlapping shapes added depth and framed key messages, while a bold serif typeface conveyed strength and elegance, complemented by a clean sans-serif for readability. A vibrant color palette reinforced the campaign’s urgency and connection to its audience.
Pamphlet
Learnings
Working on this campaign had its challenges including working with a larger design team than I had previously done. Communicating with a team that spanned North and South America made communication and meeting the same deadlines trickier than a smaller team. Having multiple Art Directors also led to some contradictions regarding meeting goals. More Than Just Words was launched in 2021 and gained national attention with singer Jazmine Sullivan as the spokesperson. A partnership with Good Morning America further amplified its reach, featuring the campaign’s visuals on national television. The campaign demonstrated the power of thoughtful, purposeful design in driving social change.
