HEALTHCARE:
GSK PATIENT PERSONA PLATFORM

GSK / MRM MCCann

The Situation

Following a global brand refresh, GSK needed a new way to present COPD patient persona data. The existing photographic approach no longer aligned with the updated brand,
and the data itself had to be engaging enough to hold attention on both desktop and mobile.

The Approach

I developed an original illustration style designed to complement the new GSK branding while carrying enough visual detail to communicate the lived reality of each patient persona. Once the illustration system was established,
I designed the responsive layouts with a function-first approach: the information had to be clear, navigable, and compelling regardless of screen size.

The Outcome

A fully responsive patient persona microsite, combining a bespoke illustration style with a layout system that made complex clinical data accessible and engaging across all devices.