Project: 2018 Annual Report, Microsite, Launch Campaign.
Agency/Company: WE Communications, Gilead Sciences
Role: Art Direction, Design, UX & UI
What is Gilead?
They led, and continue defining, the way the world thinks about treating and preventing HIV through innovative therapies and pharmaceuticals. Their medicines have curbed the transmission rates of HIV in the U.S. so drastically that by 2020 70% of the population living with HIV will be over the age of 50. Ten years ago – or even five – that would’ve been unimaginable.
Why this project matters:
Purpose driven to its core – As mentioned above, Gilead is responsible for the funding of numerous international public health campaigns. We’re helping them tell their story during an incredibly turbulent moment for employees and investors.
The side door into brand – We’ve used this project to help clients redefine their brand identify. In order to do that we had to establish ourselves as creative consultants and show how multiple creative territories could help them tell their stories. We’ve solidified our position to help them tell more brand stories in the future.
Content on content on content – A robust digital experience of multimedia feature stories (video, motion graphics, narrative, slideshows, etc.), a 120+ page report(that needed to be GRI certified) – optimized for mobile and desktop, a calendar of social content ready for distribution, and much more. Creating all of these was only accomplished through forcing fate on new levels of collaboration. It required sifting through thousands of brand photographs, dozens of hours of footage, and even going to Cork, Ireland to capture new stories.
What we learned:
We produced our best work when we pushed our collaboration models into unfamiliar territory. When design can’t start without copy and copy can’t start without design, you have to find a new place to start. Together. Again, and again, and again.
Story at the center – bringing editorial into the creative conceptualization stage proved especially valuable for a deliverable in which clients hadn’t previously pushed the creative or thought of as an “experience.” We were able to anchor the creative pitch in how it would bring the baseline regulatory content to life for a broader audience.
Remember where you came from – referring back to our original concept continued to center us and our clients on what we were trying to achieve. In a review process with twenty stakeholder, regulatory, and legal reviews, it’s easy to lose the creative and editorial caliber of your initial intent. Whenever something didn’t sound/look/feel right, we’d go back to our original manifesto to course-correct. That’s why we’re doing it.
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