EVRYSDI + CureSMA 2024
MAIN CHARACTER ENERGY
My first step into healthcare advertising? Uncharted territory! But I knew how to elevate a brand’s look, sweat the details, and lead a team ready to create standout work. In my time with the EVRYSDI team, we didn’t just evolve the brand visually, we reimagined how they connect with patients.
“What’s EVRYSDI?” Glad you asked! It’s a medication for SMA (Spinal Muscular Atrophy), a rare disease that weakens muscles to the point where even holding your head up is a struggle. Before EVRYSDI, treatment involved spinal taps (ouch!) Now, a daily oral dose gives patients more than relief; it gives them more control of their lives.
01. Cure SMA 2024 Event Concept, Design and Activation
Every year, thousands of patients with SMA make the journey to Cure SMA. This year, we needed to create a booth that not only stuck out from the crowd, but drew one in. From horoscopes to Buzzfeed quizzes, people love to discover information about themseleves and share it back with the world. So, what better way to celebrate the individuality of patients than by turning our booth experience into an interactive personality quiz that answers the question: “What type of Main Character Energy do you have?”
Booth Design
Knowing we were only being given an 11’ x 6‘ we needed to maximize wow factor and messaging opportunities. We created a hand-made paint stroke and brought in elements from our MCE archetypes to ensure continuity across all touchpoints.
The MCE Quiz
Brand Ambassadors would greet conference attendees to our booth and invite them to take our MCE quiz. As they went through the various questions, attendees had lots of time to strengthen bonds with patients. At the end of the quiz, they’d snap their pic and the algorythm would match them to one of our five energies. Afterwards, it was shared out for them to send to friends or post on social.
UX Wireframes
Quick and simple was the goal as we’d have people of various technical ability throughout the weekend.
UI Mockups
We matched our UI with the branding of our booth, and included playful icons to help those with lower reading levels along.
Main Character Energy Archetypes
The MCE video content generated reflected different trendy styles that highlight attendees with animations that match their Main Character Energy. Attendees shared their MCE content with pride on their social platforms and recieved sticker versions they were placing on their lanyards throughout the weekend. To minimize legal/security concerns, we used an ambassador to visualize filter animations below.
The Trendsetter
You’re a natural born leader who sets an example for others. You’re confident and independent, and you have no problem being the first to try something. Other Trailblazers in the Evrysdi community include Angela, a teacher and rodeo fan living with Type 2 SMA and an “I can” attitude. As the first and only oral, non-invasive, at-home treatment for SMA, Evrysdi is a good fit for Trailblazers who want to treat SMA on their own terms.
The Social Butterfly
Also known as the ultimate friend, you’re the person everyone trusts. You give the best hugs. Being surrounded by family and friends makes you happy, and everyone can feel your positive energy. Other Social Butterflies in the Evrysdi community include Payton, a bubbly, real-life princess living with Type 1 SMA who always has a smile on her face. With 15,000+ global patients and counting, Evrysdi gives Social Butterflies the opportunity to be part
of a community on-the-go.
The Dreamer
Your imagination is your superpower, and you can come up with creative ideas in an instant. There’s no limit to what you can do–you color outside of the lines. Other Dreamers in the Evrysdi community include Janelle, an artist, advocate, and aunt living with Type 2 SMA. Dreamers love a good design, so they’ll appreciate how Evrysdi is uniquely designed to deliver SMN protein throughout the body.
The Adventurer
You’re fun-loving and care-free, which makes every day exciting. You don’t hold back—you live life to the fullest and dance like no one is watching. You’ll try just about anything once and love to explore. Other Adventurers in the Evrysdi community include Jose, a motivational speaker and writer living with Type 3 SMA who loves to travel. Evrysdi is a flexible option for Adventurers who want a treatment that fits into their routine.
The Problem Solver
You always have a fun fact to share and love to learn new things. You help put the puzzle together to see the bigger picture. With a little research and thinking, there’s nothing you can’t solve. Other Problem Solvers in the Evrysdi community include Bear, a curious big brother living with Type 2 SMA who loves museums and aquariums. Evrysdi is made for Problem Solvers who value a treatment with proven results backed by research and studies.
“This year’s EVRYSDI booth is the best, I hope they do something this creative every year! So fun!”
02. Brand Ambassador Photo Shoot
While we were in Austin for CureSMA, we capitalized on having multiple EVRYSDI ambassadors and PALs in one place with a day long photoshoot. This was not only difficult because of the 100 degree Texas heat, but because finding a location that was ADA accessible and large enough for everybody to spend the day. From morning till dinner time, we put together 4 personal vignettes based on the ambassadors everyday lives, as well as a couple showing groups get together to enjoy each others company. Something many people with SMA don’t actually get to do because of it’s rarity, and the mobile restrictions it may cause. Not only did we get great shots but we all had an amazing day beating the heat and getting to know each other a whole lot better!
