Usually, patient support programmes feel very cold and clinical, and often lack personality.

Most patients are diagnosed between the age of 25-35. So we wanted to create a program that would appeal to them as young people, as well as meeting their needs as patients.

By creating a visual identity that felt more like a sport or lifestyle brand than a support programme for a prescribed drug, we encouraged more patients to engage with the programme for the full duration of their treatment. And most importantly, increase treatment adherence.

Beyond aesthetic appeal, we focussed on meaningful design. The colours, type and mediums used were all selected taking into consideration the patients' needs, such as sight and mobility limitations. Every aspect of the programme was designed to fulfil the MAVENCLAD brand promise, helping patients to live their life, free from the restrictions and burden of MS.

To help patients feel like they're living a life close to one without MS, we created a brand that is fun, engaging and personal. We started with a name that means 'to live' and developed a contemporary visual identity that would appeal to our 25-35 year old target audience.

Every element of the program uses meaningful design to minimise reminders of their disease and enhance accessibility for our patients, who often have compromised mobility and eyesight.

Both our colourful gradients and geometric typography were carefully considered, to ensure optimum visibility and legibility.

The starter kit was designed for ease of use. Over-sized rounded tabs, colour differentiation between chapters and lay-flat binding provided a premium, user-friendly finish.

Product information is delivered in short, animated videos for easy comprehension and easy local market adaptation.

On the website, a lifestyle section was created to house articles with tips on living well with MS.

Initial analysis from 3 key markets (Germany, Australia and the UK) shows an enrollment rate of between 26% and 100% to the full programme offering. Website engagement is high, with an average of 14 pages being viewed per visit and a dwell time average of 5-10 minutes. We do not have insight at present on impact on sales or achievement against business targets.