United Therapeutics Tyvaso Creative Campaign
Project Background:
Tyvaso is United Therapeutics’ inhaled-delivery product in their portfolio of PAH focused drugs, a rare disease that causes the narrowing of blood vessels in the lungs making it hard for patients to breathe. Tyvaso was in need of a new creative campaign and visual identity refresh to establish them as a leader in the fight against PAH and accurately reflect the quality of their product.
My Role:
As the creative lead for United Therapeutic’s PAH portfolio, I oversaw the concept, photoshoot, and visual identity, as well as supplied creative direction for all HCP-facing assets, tactics, and materials for the Tyvaso creative campaign.
Concept and Creative Direction
The concept shows the duality of the benefits of Tyvaso for both the patient and the HCP. With Tyvaso, the patient can now inhale a better breath and the doctor will exhale in a sigh of relief. The soft photography is offset with striking lighting and bold pops of color for added visual interest. The visual identity echos this with bright brand colors and light typography which has a fresh, crisp look to help enhance the idea of clean breathing.
Shoot Direction and Secondary Shots
As the art team lead I was involved with the shoot every step of the way from photographer selection, casting, props and wardrobe, and retouching. In addition to the photos used for the hero images, a variety of secondary shots were developed including patient profile imagery, patients with the device, and lifestyle images.
Bringing the Campaign to Life
Once the campaign hero images were developed they were blown out into matching tactics including print pieces, a clinical brochure, and a HCP facing website.
