Consumer research revealed that customers felt hesitant and uncomfortable with imagery of syringes and needles in our marketing. In response, we reimagined how vaccines could be visually represented. Shifting the narrative from fear to reassurance.
In close collaboration with the copywriter, we developed the concept of “Protection” as the foundation of the campaign. The shield became our central visual device; symbolizing strength, safety, and collective care. This also benefited by creating a more approachable and compelling brand expression.
This concept extended into the Flu Shots campaign, allowing us to evolve the visual system and reinforce consistency across touchpoints. A key highlight was partnering with a motion designer to bring the shield to life, adding depth and energy to the brand experience.
