Medical advertising is a visual sea of sameness. Smiling physicians. Stock photography. The same palette of blues, greens and salmon. In a category built around complexity, the work often looked remarkably interchangeable.
For athenahealth’s 2019 brand campaign, we set out to break that pattern.
Working with MullenLowe, we developed a system of interconnected illustrations spanning print, OOH, digital and video. The visual language gave tangible form to something central to athenahealth’s proposition: healthcare is not a collection of isolated transactions, but a network of people, information and decisions working together.
App Design
We extended the campaign beyond the traditional media plan and invited the people inside athenahealth into the brand itself.
In partnership with SoSo Limited, we created a selfie-based experience that used AI to transform employees into State of the Smart avatars. The resulting portraits became campaign assets in their own right, allowing the people behind the company to become part of the visual system.
Trade Show
