Over the years I was at athena, I found the need for a deep, modular universe for our brand. Something that would work in individual channels (an awareness generating broadcast spot, let’s say) but would also allow us to extract elements for work further down the funnel (in a sales demo).
We created an entire system to do the job. A techy-yet-approachable design system that put humanity first, flexed throughout the sales funnel, and stood out across the entire health-tech market.
With our creative production partners, we created an integrated campaign consisting of more than 220 individual pieces - utilizing video, digital, OOH, paid and organic social, print (including a partnership with Wired Magazine), podcast collaborations and streaming audio placements. The complex production included 3D illustrations, CG, live action and stop motion.
