Mota9 | Bristol Myers Squibb
Graphic design is a powerful visual communication tool that combines creativity, aesthetics, and strategic thinking. It encompasses the art and skill of creating visually appealing designs to convey messages and ideas effectively.
The Challenge
Market access programs like BMS Access Support sit at the intersection of complex regulatory language, sensitive patient circumstances, and time-pressured healthcare providers. The creative needed to make dense reimbursement and support information immediately clear to three very different audiences — patients navigating a diagnosis, HCPs and office staff managing caseloads, and internal teams coordinating the program — without sacrificing accuracy or compliance while supporting the brand.
Strategic Approach
I directed and utilized a multi-audience creative system built for clarity first: simplified information hierarchies for patient materials, workflow-driven layouts for HCP and office-staff tools, and internal enablement resources that kept field and support teams aligned. Every piece was designed to reduce friction at the moment a patient or provider needed an answer, while upholding brand governance.
Creative Direction
The visual system balanced a trustworthy, clinical tone with approachability — consistent typography and iconography across print and digital touchpoints, and a modular design approach that let the same core assets scale from a one-page benefits overview to a full omnichannel campaign. Also recognizing the power of internal team collaboration, and working with team leaders at BMS, I led the creation of an enthusiastic approach for team building, and internal training and enablement resources.
