Novo Nordisk
Visual identity for Changing Heamophilia
Changing Haemophilia
Art Direction, Graphic Design, Concept Development, Web Design
In 2021, I developed a new visual identity for Changing Haemophilia at Novo Nordisk, following the company’s corporate visual identity update in 2020. Changing Haemophilia is a patient and HCP-oriented, community-driven platform for the rare disease; haemophilia. My task was to create a distinctive visual identity that aligned with the new CVI while maintaining its own unique character.
Since most cases of haemophilia are diagnosed in infancy or early childhood the visual identity needed to resonate with children, parents and HCPs, while still respecting the serious and sensitive nature of the topic. Additionally, it was crucial to stay true to and honor the updated CVI. With the new identity, I introduced a fresh approach to Novo Nordisk’s color palette, balancing a playful and engaging aesthetic suitable for depicting children while maintaining a serious and reassuring tone.
The design was centered around the circle as a key graphic element, symbolizing unity, inclusivity, and continuity. Circles were used in a dynamic and playful way, helping to soften difficult messages while evoking a sense of hope and optimism.
As part of the project, I also led a full website redesign, ensuring it was visually engaging, user-friendly, and fully aligned with the refreshed identity.
