Art Direction, Branding, Campaign, Print & Socials
DocDrop App Launch Concept | LloydsPharmacy Concept
Conceptualised, Art directed and developed an end-to-end multi-platform campaign for DocDrop, a proposed new healthcare app under LloydsPharmacy. This initiative involved crafting a unique and compassionate visual identity, encompassing the logo, bespoke illustrated characters, and a vibrant, functional colour palette, while establishing the brand’s tone of voice. A core innovation was the modular messaging strategy, utilising distinct visuals across displays to highlight specific app services, ensuring a comprehensive yet targeted communication of the app’s full offering.
Role
Lead Designer
Agency
McCann London
(Concept developed independently during tenure)
Deliverables
Out-of-Home (OOH), Social Media Content, Print Advertisements, Merchandise
Challenge
To increase brand awareness, drive user engagement, and position DocDrop as a leading user-friendly healthcare solution within a competitive market.
Solution
To establish a strong and differentiated brand identity for this new online GP service, I developed a bold, playful, and highly functional visual language. This included creating a cast of distinct illustrated characters, each representing a core service (doctor, pharmacist, nurse, emergency line, AI checker, and therapist). Paired with a vibrant and considered colour palette, this visual identity was designed to evoke a sense of compassion, trust, and reliability. The aim was to effectively differentiate the brand from competitors and resonate with the target audience of busy professionals, families, and individuals seeking convenient healthcare solutions.
Key Contributions
• Holistic Campaign Art Direction:
Spearheaded the entire creative vision from concept to execution, encompassing initial brief analysis, research, and the definition of the campaign’s core concept, visual identity, and strategic direction, including product naming (DocDrop).
• Comprehensive Creative Production:
Designed and produced all campaign assets, including bespoke illustrations, graphic elements, and supporting copy, ensuring a cohesive and unified brand experience.
• Multi-Platform Design & Adaptation:
Executed and meticulously adapted all creative for diverse deliverables, ensuring consistency, technical precision, and optimal impact across Out-of-Home (OOH), social, print, and merchandise.
• Concept Presentation & Articulation:
Developed compelling visual presentations to effectively articulate the full campaign vision.
The logo lockup combines a distinctive, approachable logomark with a clean, modern wordmark to establish a strong, memorable brand presence. The playful character adds personality and warmth, while the typography ensures clarity and versatility across digital and physical touchpoints.
A cohesive suite of OOH visuals designed to showcase the core services offered by the app across multiple formats – billboards, bus shelters, and tube ads – tailored for quick recognition and engagement in high-traffic public spaces
Illustrated character set representing each key service offered by the app – doctor, pharmacist, nurse, emergency line and therapist
A playful yet instantly recognisable app tile designed for quick impact
Stories designed to deliver bite-sized, user-friendly health advice—built to feel personal, helpful, and easy to engage with
Hoodies and tote bags infused with the brand’s colourful personality
