Hello, good days. This is her life, not her sickness. She does not want to be reminded that she's sick.


CLIENT: CIMZIA


THE CHALLENGE

People with rheumatoid arthritis need to self inject medication. Although people understood how to use the syringe, it was delivered in a way that was emotionally off-putting and physically difficult to use.

DESIGNED FOR HER

We redesigned the syringe and packaging to be friendly and empathetic, instead of sterile. The physical design consider the needs of a user with arthritis. And, the packaging copy speaks to her in a human voice. 

 

THE RESULTS

Cimzia was recognized by the Arthritis Foundation for its ease-of-use and has changed the way USB considers their patient experience.


Collective member: Dan Formosa, while at Smart Design