Bliss Believe Clinical Study

The Request:
The clinical trial development managers for the GSK Bliss Believe team were in need of a brand identity package as well as patient recruitment materials for a multi-year, global Lupus drug study.

Background:
The team wanted to incorporate more custom creative work that focused specifically on deliverables for the study that were patient-focused, so they came to Fiore Design through procurement instead of the normal clinical trial design channels. Lupus is an auto-immune disease that affects a disproportionate amount of Black, Hispanic, and Asian women. A prominent symptom of Lupus includes a butterfly shaped rash on the face. As such, the butterfly has been the unofficial symbol of the disease.

Objective:
Our objective was to design a brand, plus patient-focused recruiting and retention materials for 11 countries. These materials would be used to recruit patients in doctor’s offices and once patients enrolled in the study, they would be using retention tools like appointment reminder cards, patient information cards that would help guide them through the trial requirements.

The Challenge:

  1. The study needed to surpass a minimum recruitment number in order to launch and participants would have to be willing to complete the two-year trial period, checking in with the participating investigators and physicians on major milestones.
  2. Recruitment and retention materials would need to be translated and represent their respective country demographics.
  3. Make no promises about the outcome of the study.

The Strategy
Our strategy included creating a brand that visually related to the target audience.. We also wanted to use a color + font pairing that connects to the dominant demographic (women) without becoming overtly feminine.

Not only is the butterfly a sign that those with Lupus identify with, it’s also as symbol of rebirth and hope, so it was a natural choice for the logo mark.

Our messaging to target potential participants was all about empowerment – that their willingness to participate could lead to a greater understanding of the disease, and hopefully put clinical trial experts on the path to eventually finding the right pharmaceutical solution for those affected.

We wanted women to feel that they can be empowered to take charge of this disease and fight for a future without Lupus symptoms. We showed multi-generational women with their families or by themselves in all the target markets for this study.

The Outcome:
While the trial is still on-going, the recruitment materials were successful in enrolling patients with Lupus in countries around the world.

Our client said, “I think the designs were clear and understandable. We used the materials in all countries, and I believe it’s helpful to have patients understand the reason for the trial and their responsibilities.”

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