~ DBA - final write up ~

I was briefed by DBA to create a brand identity/concept for a new concentration drug. No rules, no limitations, just creative freedom.

"Not long ago doctors were the only ones driving prescription decisions. But now, patients are better informed and more empowered, causing a shift in the way pharma thinks about branding their medications. No longer do companies just need to speak to a drug’s efficacy, they also need to resonate with consumers, build trust, and most importantly be easily recognized."

The general population can be divided into 4 ‘base’ personality types.

Analysts

Diplomats

Sentinels

Explorers

Each personality type has defining characteristics that affect their personal preferences regarding aesthetic appeal.

Our concept is to appeal to each personality type individually within one brand.

Identifying links between personality traits and design styles to ensure a broad range of target audiences.

Analysts - Innovative and strategic thinkers. Bold, imaginative and knowledgeable.

Diplomats - Poetic, kind and altruistic creatives. Inspiring and eager to help.

Sentinels - Practical, fact minded and popular. Excellent administrators, unsurpassed at managing with dedication.

Explorers - Bold and practical experimenters. Flexible, energetic and always up for something new.

Evaluation

This has been one of the most successful collaborations that i've done so far. I feel as a designer over the past year i've really developed my confidence and a voice. I wasn't worried about causing waves and just put my opinion on each thing forward and made it really clear. I worked really hard and felt I did the most work out of the group and really took it as an opportunity to coordinate a project with other people. The final product is really an idea, its a lifestyle and so much more than just the product itself. It's the idea that you could change your personality and self improve if certain parts of yourself became stronger and more focused. This product is just the thing that does that. Each element of the design is strongly informed by this concept and the broad range of target audiences we chose to cover within.

The feedback we were given was that DBA themselves would love to see the product become real rather than just a concept. They would most definately buy into the idea a drug could concentrate elements of their personality. Our well informed approach to designing for each personality type was clever and successful.