AWIQLI® Diabetes · Novo Nordisk · Patient & HCP

THE CHALLENGE
A genuine first for diabetes care (once-weekly instead of once-daily basal insulin) and roughly three months from kickoff to a US launch, building almost from scratch. No IVA to work from, loose brand standards, and a limited set of publications from which to develop claims. We were also designing against a brand-new Novo Nordisk design system for the first time. And the brief was deceptively hard: make it different. Don’t sound like everything else in the category.

THE APPROACH
With no time for a campaign platform, the creative work became the voice — and the experience. I helped develop a patient tone that was short, confident, and attention-getting then carried that same personality, HCP-led, onto the professional site so one brand spoke in two registers. Working hand-in-hand with the lead designer and UX, I helped architect how each audience moves through the site — the navigation, the narrative, the emotional beats — so the experience felt intuitive, anticipatory, emotional, and easy. Every message was built for clarity and credibility at speed, vetted against the data we had, and shaped to live natively in the new design system.

THE WORK
A complete launch ecosystem, built from a blank page and designed to work together: the patient site, the HCP site, banner ads, and “now approved / now available” emails, speaking in one voice moving across every channel.

MY ROLE
I led high-level messaging and design direction and wrote the majority of the copy myself, acting as the ACD/creative lead on the brand. I was in every client meeting — presenting and defending the creative and copy choices — and shepherded the work through PRB and MLR to an on-time launch.