Tru Tactics: Powering Possibility with Trulicity

Grey Group

Trulicity challenged our team to explore new brand-campaign ideas that could motivate patients to get on treatment, stay on treatment, and ultimately live healthier, more empowered lives. Each concept was designed to show how Trulicity can improve a patient’s quality of life—by lowering A1C, supporting heart health, and giving people the confidence to take control of their day-to-day. Our creative direction reflected that same mission: to spark small, meaningful lifestyle shifts that inspire healthier habits.

I created the full presentation deck from the ground up, shaping the narrative, structure, and visual direction. I also concepted and designed several of the core ideas, including “Healthy Highway Eats,” “Cut the BS,” “A Masterchef Challenge,” “Recipe for Success,” “Starter Kit,” and “#48Hrs,” while mocking up the rest to deliver a seamless, unified pitch.

This deck was ultimately presented to Trulicity as a vision for potential future initiatives—showing how the brand could show up in ways that are educational, energizing, and genuinely supportive of a healthier lifestyle. It reflects how I combine strategy, concepting, and design to create work that not only tells a compelling brand story, but also empowers people to make meaningful changes in their everyday lives.

Viaskin Allergy Patch — Logo & Identity Concept

JUICE Pharma Worldwide

I contributed to the concepting and logo development team for the Viaskin allergy patch pitch from DBV Technologies, with one of my designs chosen as one of the four final logomarks in our visual identity presentation. My direction focused on translating the patch’s soft, rounded shape into a warm, approachable symbol.

Drawing from the parent–child relationship at the core of allergy care, I used two circular forms—one larger, one smaller—to suggest guidance, protection, and communication. The simplicity of the shapes keeps the mark friendly, memorable, and easy to read at any size.

For color, I explored soft yet mature tones that balance calmness with credibility. The palette was designed to feel universally welcoming—family-friendly but still refined enough to appeal to adults. The resulting logomark offered a clean, human-centered option within the final identity system.

Trulicity “Truly Powerful” TV Campaign — Concept and Storyboard Design

Grey Group

Concepted and storyboarded multiple iterations of the 60-second “Truly Powerful” Trulicity campaign, built around the idea that everyday people have the power to lower their A1C with a once-weekly injection—and the power to get back to what they need to do. The campaign introduced a cast of relatable characters, including a hardworking food truck owner and a driven real estate agent, each reflecting the universal desire to stay healthy, stay active, and stay present.

At the heart of the story is a local grocery store owner whose daily responsibilities and family commitments shape the emotional backbone of the campaign. Crafted a clear narrative arc and visual storytelling approach that showcase how lowering his A1C allows him to balance work, family, and meaningful life moments—such as helping his daughter buy her first car. Designed character decisions and scenes that bring authenticity, relatability, and heartfelt resonance to the message of being “Truly Powerful.”

Takhzyro (Lanadelumab) — Logo & Identity Concept

JUICE Pharma Worldwide

I contributed to the concepting and logo development team for a treatment for Hereditary Angioedema (HAE), inspired by the idea of wings taking flight to symbolize freedom and a life no longer defined by the condition. The concept reflects the transformative impact the treatment can have on patients’ daily lives. To convey the brand’s premium, avant-garde feel while remaining approachable and empathetic, I explored a bright, uplifting palette of yellows and pinks, evoking optimism, energy, and care. My logomark was one of three final concepts presented in the new business pitch.

David Weisz Campaign Ideas

David Weisz

I developed and presented three distinct campaign concepts designed to enhance the branding and market positioning of David Weisz Fine Jewelry. My creative strategy was rooted in deep customer empathy, recognizing that luxury fashion consumption involves pieces that evoke a feeling of being special across many different environments and occasions. To highlight the timelessness of the jewelry, I defined three unique photoshoot narratives—including vintage 40's/50's inspiration, intimate date night scenarios, and elegant afternoon tea settings. These comprehensive concepts detailed all required visual assets, spanning product photography, social media promotions, printed materials, and digital banners for the e-commerce website, underscoring my ability to translate market insights into actionable, multi-platform design campaigns.