McCann Health / Merck

Unstoppable: Empowering Women with MS to Take Control of Their Futures

Unstoppable is a bold healthcare campaign designed for Merck to celebrate the groundbreaking approval of a key Multiple Sclerosis medication for use during pregnancy and lactation.

To capture this transformative moment, the campaign spotlighted fearless women who live life on their own terms and demonstrate resilience and courage.

The challenge was to deliver directly to healthcare professionals and balance medical precision with patient-friendly accessibility. We achieved this by creating tailored solutions like a tablet-first core digital aid for doctors or informative brochures extending the campaign narrative.

The campaign launched at Europe's largest MS congress (~10k attendees) and was rolled out in 30 markets.

Role: Senior Designer and Design AD
2019

Key expertise: campaign identity and guidelines, visual design, UI, brochure, email design

Bespoke type treatments

From strategy to branding to guidelines

Thorough brand guidelines were necessary to ensure consistency across 30 markets and different languages, from typography to campaign logo creation, visual architecture, icons, and asset templates.

Designing for doctors and patients alike

CVA (Core Visual Aid) is a tablet-first design that helps doctors help patients understand their options and choices.

An info leaflet will start the conversation, and a detailed brochure will give healthcare professionals all the necessary information.

Katja Alissa Mueller
— design, vision, strategy