Rezdiffra Brand Building
Introducing a first-in-class treatment for MASH
Launching Rezdiffra—the first-ever FDA-approved treatment for MASH—required more than just a brand name; it required the creation of an entirely new category in liver care. The challenge was to pivot the conversation from the "silent threat" of the disease state to a hopeful, solution-oriented branded identity. We needed to build a brand that felt both clinically authoritative and deeply human, ensuring visual and narrative continuity across a large multi-channel account that includes web, social, CRM, and national broadcast.
The Rezdiffra "Real Voices” ambassador program centered on patient stories, providing a consistent thread across campaigns by featuring diverse patients who shared their experiences in both short- and long-form media.
Approach
To achieve this, we established a visual system based in a high-contrast palette of "Active Green" and "Deep Blue," colors chosen to evoke innovation and vitality. As Art Lead, the strategic core of the execution was cohesive authenticity.
Social & Point of Care
By directing social video and still captures in parallel with national TV productions, we ensured that patient ambassadors felt true-to-life and consistent across every touchpoint. This approach allowed us to translate the high-production value of broadcast into the intimate, relatable environments of social feeds and POC.
Impact
The launch exceeded expectations, with unaided brand awareness reaching 4x the industry average and aided awareness at 2x the benchmark. As the brand moves beyond launch, this unified art direction has proved instrumental in establishing Rezdiffra as the definitive solution for MASH, successfully driving patients to move from diagnosis to treatment.
