The Dual Impact of Insomnia

Situation

Our client wanted to create a pre-launch unbranded disease awareness identity that would set the stage for a blockbuster insomnia drug. Our mission was to put our client at the forefront of PCPs, Psychiatrists and Sleep Specialists, with insightful strategic communication wrapped up in a memorable visual treatment.

Strategy

The disease awareness campaign was meant to prompt a paradigm shift from a one-sided dialogue on night (sleep) to a discussion that captures both sides of insomnia (night + day). Understanding the importance of telling both sides of the insomnia story, we developed a brand identity to reflect the dual impact of insomnia that could be used dynamically to help frame the “night” or “day” content. Unique design elements and visual identifiers were created to frame data that were specific to each side of the disease.

Results/Outcome

We helped our client make a splash in the disease state area, garnering key KOL attention, and being able to host several highly regarded events. We successfully differentiated ourselves by creating a unique and impactful identity. Our work continues to grow and is being leveraged across different assets, including a vast congress presence. We’ve achieved great recognition from our clients and have since transitioned into the branded space.