Merck Serono

​A pitch for their Multiple Sclerosis treatments and patient support network. Our brief was to bring a consistent look and tone of voice across communication channels used by patients, carers and healthcare professionals (HCPs).


We defined a tone of voice that was gently encouraging, clear and humane. This was essential considering a large part of our audience were patients and carers. Plus, HCPs are human, too.

We applied the new look across sites for HCPs, patients and carers. This was our proposal for the main portal. Navigation is clearly signposted for all audiences. Content was dynamic, pulling in from approved news and social sources.


The same tone of voice and design rules were applied across the treatment sites. This warmth also permeated the photography, which featured rich, saturated colours.