MSD – Simponi

Simponi product launch

branding / packaging / mailers / promotional materials / printed brand guidelines /
interactive brand guidelines / printed sales aid / interactive sales aid

Simponi is a once-monthly, prescription medication used to treat a debilitating bone condition in adults called rheumatoid arthritis. During this extensive project, we developed an entire portfolio of materials, including an identity and a set of brand guidelines.

The theme of the concept is ‘art’. To reflect this, we imagined the brand guideline set as a tool used to ‘create a masterpiece’. In this case, a paint box-style container was designed to house the guidelines booklet, with paint drawers used to accommodate the image DVDs. Throughout the various materials, paint splashes and other artistic flourishes help add a touch of character to the product.

Booth advertising

Simponi product launch

Like the brand guidelines, the main inspiration for the design of all these tactics was artistic expression. The use of hands working with art materials adds a personal touch and are particularly relevant because rheumatoid arthritis commonly affects dexterity in the hands. The panels show two hands, belonging to different people, working together to achieve a goal – a sentiment that echoes the aim of dual treatment with Remicade and Simponi.

Remicade is an advanced treatment for a number of inflammatory disorders involving the immune system. In combination with Simponi, patients with rheumatoid arthritis can benefit from an optimal treatment solution. We were commissioned to:

•  Develop an interactive congress stand for MSD at EULAR 2010, a large congress in Rome, Italy, to help them draw
attention to and effectively promote Remicade and Simponi
•  Create a series of airport panels to advertise MSD’s presence at the congress
•  Design a booklet to act as a congress booth guide for visiting healthcare professionals.