Role: Concept Development, Art Direction
BD's culture of innovation and continuous improvement has enhanced the patient experience to enable better diabetes therapy and outcomes. BD Pen Needles and Insulin Syringes are designed with leading technology to help diabetes patients live healthier lives. The ask was to redesign a brand website that will have access to product information, education and injection techniques for patients and healthcare professionals and that would create an emotional bond with the brand.
We focused on researching the difficulties that Type 1 diabetes patients face in everyday life. From mother packing insulin syringes with her child school lunch, to injecting while socializing or in the office environment - it was important to show everyday situations that pose challenges for these patients. It was about normalizing the injection practices and giving the patients a sense of empowerment. These type of scenarios really resonated with patients and created a sense of trust with the brand. These hero visuals were shot as subtle motion videos and captured the attention of the user. The website was designed and developed across a variety of breakpoints for maximum user experience with the brand.