Sobi InSights
Services :
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/
Client :
Sobi Pharmacuticals
Year :
2024
Timeline :
18 Weeks
UX :
Chris Hayes
Art Direction :
Rosa Moschella
Medical Writing :
Matt Nash
Development :
Cassette
Sobi was preparing to launch a long-acting treatment for haemophilia—Sobi XR—and needed a digital-first storytelling platform that communicated the impact of extended-release therapy. The goal wasn’t just to inform, but to shift perception: from a routine of constant management to a life with space to breathe.
The experience had to be emotionally resonant, clinically accurate, and clearly differentiated from competitors. A digital campaign hub would serve as the centerpiece—flexible enough for global adaptation, but intimate in tone.
Flip the story on it's head. Move away from traditional routes of efficacy paperwork and safety information and allow HCPs to interact with Haemophilia through a unique digital experience. The idea centered around intervals—visually expressed through generous pacing, ambient motion, and soft spatial transitions that mirrored the relief of longer dosing cycles.
The visual language used negative space, fading gradients, and slowed interactions to evoke clarity and calm. I designed modular sections for patient stories, clinical data, and product detail—each tailored for localised reuse and regulatory flexibility.
Sobi's new webapp now allows company KAMs to showcase new data visually, healthcare professionals can communicate with patients in a more digestible fashion and patients can be visually aware of the effects of treatment. Leading to a more satisfied end-to-end system and in turn allowed the data to be sought after rather than lead with allowing the XR tool to shine amongst the competition. Exceeding use by 42% in it's first month and rapidly growing, this was a worthwhile investment by Sobi and paved the way for future data launches.
