The Challenge

Before Lilly introduced Zepbound, a breakthrough medication in the weight management space, we were challenged to design an immersive internal experience that not only equipped sales teams with knowledge, but energized, educated, and empowered them, building empathy for patients and providers while giving teams the confidence to lead meaningful and engaging conversations with customers from day one.

The Outcome

I designed the complete internal launch identity system, a brand language that balanced medical authority with emotional resonance, clarity with optimism, and innovation with humanity.

Through powerful, authentic storytelling woven across the entire journey of our hero, Andrea, the brand came alive in environments, immersive experiences, and purposeful training moments, empowering Lilly’s sales teams to engage with confidence, empathy, and conviction.

Key Elements

• Write the Future: Inspired by Zepbound’s pen, we created a visual system of expressive marks, typography, and graphic gestures that felt powerful, hopeful, and human. The identity empowered both patients and internal teams to rewrite their stories.
• Immersive Storytelling Environments: The main stage became an ‘open book’ with dual LED panels, paper textures and handwritten typography, bringing warmth and humanity into the storytelling. We designed experiential training spaces inspired by clinics, pharmacies, and real patient journeys to build empathy and deepen understanding.
• The Voices of the Journey: The narrative centered on our hero, Andrea, joined by other characters, navigating life with obesity. Each voice was expressed through a distinct typographic style, curated fonts designed to reflect their personalities, experiences, and emotional realities. Transforming patient stories into living, human moments of connection.