Luxturna Brand Launch and Creative Campaign Development
Project Background:
Luxturna is Spark Therapeutic’s first product, and the first approved gene therapy to hit the US market. Luxturna targets the RPE65 gene for patients with an inherited retinal disease, which causes blindness. Once the patient has undergone Luxturna’s treatment the results are dramatic and instantaneous, giving people the gift of their vision back.
My Role:
As the creative lead for Luxturna, I was in charge of ensuring the successful launch of the drug into the marketplace. I oversaw the creative direction and visual identity for all HCP-facing, patient-facing, and patient services branded materials.
Concept and Creative Direction
Real patients were chosen to help create this campaign. The campaign consists of dramatic photos with real expressions of patients seeing new sights for the first time. The emotional photography is supplemented with a cutting edge, high-science branding which echos back to Luxturna’s gene therapy roots. Light and dark versions of the hero images were developed as this helps create contrast to enhance legibility for those with a visual impairment.
Asset Creation
Once the campaign hero images were developed, matching visual identity assets were created including patient Imagery, MOA illustrations, iconography, and data visualization.
Bringing the Campaign to Life
These assets were then pulled through into tactics including a HCP-facing clinical brochure and idetail, a patient-facing brochure, banner ads, and website designs.
