Insomnia Awareness and Education for Idorsia

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Challenge

Ahead of the US launch of its insomnia drug, Quviviq, Idorsia needed to build awareness and credibility in the sleep space among both patients and healthcare professionals. The goal was to shift the conversation around sleep disorders, moving away from fear-based narratives towards a more engaging and hopeful perspective that resonated with each audience.

Approach

To achieve this, we developed two interconnected brands: Seize the Night & Day, a patient-focused disease awareness campaign, and The Alliance for Sleep, an HCP-targeted initiative aimed at advancing research and improving standards of care. I personally led the development and design of The Alliance for Sleep, exploring over 80 logo treatments and a range of visual systems that helped define not just its identity, but also the broader expression of Seize the Night & Day.

Both brands shared a cohesive visual system built around the duality of night and day, incorporating soft, inviting logomarks inspired by pillows and quilts, and a colour palette reflecting shifting skies to create an optimistic, engaging aesthetic. These identities were applied across multi-channel marketing materials, spanning digital assets, social media campaigns, and endemic partnerships.

To bring the initiative to a wider audience, we partnered with Goodby, Silverstein & Partners to produce a high-profile commercial campaign featuring Jennifer Aniston, directed by Taika Waititi. This creative execution helped elevate the campaign’s presence beyond traditional pharma communications, making sleep disorders a mainstream conversation.

impact

The campaign exceeded industry benchmarks across multiple touchpoints. Design-led digital assets drove 1.3+ million clicks, and endemic partnerships saw above-average click-through rates, countering skepticism around sleep-related content. On social media, the campaign reached hundreds of millions, delivering a more hopeful message to audiences who often turn to these platforms during sleepless nights. Engagement translated into action, with over 10,000 registrations through Facebook sign-ups alone.

By shifting the conversation away from scare tactics and toward a bold, design-led, and optimistic approach, we helped Idorsia establish a standout presence in the sleep category. The synergy between patient and HCP initiatives ensured widespread awareness, engagement, and credibility in the lead-up to Quviviq’s US launch.

Read case study

Challenge

Ahead of the US launch of its insomnia drug, Quviviq, Idorsia needed to build awareness and credibility in the sleep space among both patients and healthcare professionals. The goal was to shift the conversation around sleep disorders, moving away from fear-based narratives towards a more engaging and hopeful perspective that resonated with each audience.

Approach

To achieve this, we developed two interconnected brands: Seize the Night & Day, a patient-focused disease awareness campaign, and The Alliance for Sleep, an HCP-targeted initiative aimed at advancing research and improving standards of care. I personally led the development and design of The Alliance for Sleep, exploring over 80 logo treatments and a range of visual systems that helped define not just its identity, but also the broader expression of Seize the Night & Day.

Both brands shared a cohesive visual system built around the duality of night and day, incorporating soft, inviting logomarks inspired by pillows and quilts, and a colour palette reflecting shifting skies to create an optimistic, engaging aesthetic. These identities were applied across multi-channel marketing materials, spanning digital assets, social media campaigns, and endemic partnerships.

To bring the initiative to a wider audience, we partnered with Goodby, Silverstein & Partners to produce a high-profile commercial campaign featuring Jennifer Aniston, directed by Taika Waititi. This creative execution helped elevate the campaign’s presence beyond traditional pharma communications, making sleep disorders a mainstream conversation.

impact

The campaign exceeded industry benchmarks across multiple touchpoints. Design-led digital assets drove 1.3+ million clicks, and endemic partnerships saw above-average click-through rates, countering skepticism around sleep-related content. On social media, the campaign reached hundreds of millions, delivering a more hopeful message to audiences who often turn to these platforms during sleepless nights. Engagement translated into action, with over 10,000 registrations through Facebook sign-ups alone.

By shifting the conversation away from scare tactics and toward a bold, design-led, and optimistic approach, we helped Idorsia establish a standout presence in the sleep category. The synergy between patient and HCP initiatives ensured widespread awareness, engagement, and credibility in the lead-up to Quviviq’s US launch.

Read case study

Challenge

Ahead of the US launch of its insomnia drug, Quviviq, Idorsia needed to build awareness and credibility in the sleep space among both patients and healthcare professionals. The goal was to shift the conversation around sleep disorders, moving away from fear-based narratives towards a more engaging and hopeful perspective that resonated with each audience.

Approach

To achieve this, we developed two interconnected brands: Seize the Night & Day, a patient-focused disease awareness campaign, and The Alliance for Sleep, an HCP-targeted initiative aimed at advancing research and improving standards of care. I personally led the development and design of The Alliance for Sleep, exploring over 80 logo treatments and a range of visual systems that helped define not just its identity, but also the broader expression of Seize the Night & Day.

Both brands shared a cohesive visual system built around the duality of night and day, incorporating soft, inviting logomarks inspired by pillows and quilts, and a colour palette reflecting shifting skies to create an optimistic, engaging aesthetic. These identities were applied across multi-channel marketing materials, spanning digital assets, social media campaigns, and endemic partnerships.

To bring the initiative to a wider audience, we partnered with Goodby, Silverstein & Partners to produce a high-profile commercial campaign featuring Jennifer Aniston, directed by Taika Waititi. This creative execution helped elevate the campaign’s presence beyond traditional pharma communications, making sleep disorders a mainstream conversation.

impact

The campaign exceeded industry benchmarks across multiple touchpoints. Design-led digital assets drove 1.3+ million clicks, and endemic partnerships saw above-average click-through rates, countering skepticism around sleep-related content. On social media, the campaign reached hundreds of millions, delivering a more hopeful message to audiences who often turn to these platforms during sleepless nights. Engagement translated into action, with over 10,000 registrations through Facebook sign-ups alone.

By shifting the conversation away from scare tactics and toward a bold, design-led, and optimistic approach, we helped Idorsia establish a standout presence in the sleep category. The synergy between patient and HCP initiatives ensured widespread awareness, engagement, and credibility in the lead-up to Quviviq’s US launch.