Understanding HE Branding
Client: Salix Pharmaceuticals
Date: 2021
Role: Branding, Guidelines, Web Design, Collateral
Summary: Understanding HE was developed to bring awareness to Hepatic Encephalopathy, a complication of cirrhosis and a severe form of chronic liver disease. Tasked with branding, Salix wanted something unique for this campaign, not directly connected to their corporate branding.
Challenge: While Salix branding is very clean and corporate, I wanted to create something a little more personal for UHE. I didnt want the branding to feel too sterile. It needed to have movement.
Solution: Developing their website and branding, I used elements inspired by the gestural drawn logo. Using the gestural line as an element, as well as a framing device, makes the branding feel human and breaks up the grid. The photography is patient forward and optimistic, while the typography is a serif for headlines paired with a san serif for body copy.
Results: Upon completion of the website, digital resources such as fact sheets and social media were developed, further expanding the branding.
![](https://cdn.myportfolio.com/1cfc0718c2fece4e027e97e73ff79d59/34a6afe9-d4f9-413c-ac78-0ad4411f47cd_rw_1920.jpg?h=e4baefe3945aee687b45ef982dec8fdc)
![](https://cdn.myportfolio.com/1cfc0718c2fece4e027e97e73ff79d59/f11dcc93-8466-459e-bcc7-36fdd848494f_rw_1920.jpg?h=e9b6667d5aade59a35ce898ef1dc1b5a)
![](https://cdn.myportfolio.com/1cfc0718c2fece4e027e97e73ff79d59/0b2bb917-2283-42e6-b156-837e3bff2674_rw_1920.jpg?h=860f984f581666245373e9483a25ceea)
![](https://cdn.myportfolio.com/1cfc0718c2fece4e027e97e73ff79d59/301bde07-5da0-49f3-ba8a-cc5c9c77dfd3_rw_1920.jpg?h=3255b826531ea847b3aa027cbf746a12)
![](https://cdn.myportfolio.com/1cfc0718c2fece4e027e97e73ff79d59/fb54b5df-188d-46f8-bbdd-0db7af257caa_rw_1920.jpg?h=64b13f82b0768944f543634a867ec06a)
![](https://cdn.myportfolio.com/1cfc0718c2fece4e027e97e73ff79d59/57383e5b-8003-478b-970e-cb77388a28fb_rw_1920.jpg?h=5ff7d0ca84c6b2bfef271abdd10e5ee1)
![](https://cdn.myportfolio.com/1cfc0718c2fece4e027e97e73ff79d59/bfbecd9d-1cd5-47b2-bab8-e361df9211eb_rw_1920.jpg?h=66c154494ef6fc1ae9fff736932a3618)