From early development through launch, the brand was built to operate across two very different realities—clinical decision-making and lived patient experience. Art direction centered on creating distinct yet connected expressions for each: a sharper, data-forward system for HCPs focused on rapid onset and the inhaled delivery mechanism, and a more intuitive, human-centered approach for patients navigating the unpredictability of “off” episodes in real time. The inhaler itself became a key visual and functional anchor—signaling immediacy, control, and intervention in the moment it’s needed most. Every touchpoint was designed to feel purpose-built for its audience while still reinforcing a single, recognizable identity. The result was a brand that could flex without fragmenting, supporting confident prescribing while staying grounded in the urgency and reality of patient experience.

Role: Senior Art Direction Across the Product Journey.