Phathom Pharmaceuticals
Phathom Pharmaceuticals develops treatments for gastrointestinal diseases. As Art Director, I developed a brand extension and designed an interactive iPad tool for Phathom’s Medical Affairs team to help MSLs showcase the product pipeline at medical congresses with clearer, more engaging visuals.
Healthcare UX, UI Design
Visual Identity
Branded Print Assets
Data Visualization
Trade Show Graphics
Identifying the Need
Engagement Strategy
To generate excitement and boost engagement at medical congresses, Phathom Pharmaceuticals needed a more dynamic booth presence. I was brought in to extend their brand for the Medical Affairs team, creating bold, print-ready panels and an interactive iPad experience that highlighted key products and milestones in a more engaging, accessible way.
Collaboration & Execution
I designed digital and print materials within an expanded brand system to create a cohesive and visually compelling presence at medical congresses.
Core Team:
-
Art Director (my role)
-
Web Developer
-
Medical Affairs Stakeholder
-
Account manager
-
Project Manager
-
SI (Scientific Innovation) Director
-
Print Vendor
Phase One: Exploring Directions
Building on the tagline Changing the GI Landscape, I reimagined the brand visuals beyond literal dry-land imagery. I presented abstract, modern concepts that embodied the tagline’s spirit and infused fresh scientific energy into the Medical Affairs team’s presence, creating a visually striking and cohesive experience for all congress materials.
Phase Two: Refining the Visuals
Phathom selected the abstract texture concept for its clean, distinctive, and ownable aesthetic. Designed to stand out in the pharma space, the look introduced energy and movement through modular imagery adaptable for animation and digital applications. I created a visual guide to anchor the direction and led a team of freelancers in redesigning existing presentations and collateral. Simultaneously, I developed the congress panels and began concepting the interactive pipeline experience. Click here to view the redesigned deck.
The selected concept was formalized into a visual guide used to roll out the system across print and digital touchpoints.
Designing the Interactive Pipeline
Traditionally, Phathom’s pipeline was presented as a one-page table or a series of printed flyers, requiring booth representatives to walk through product timelines and details verbally. To create a more engaging and informative experience, I partnered with the SI Director to reimagine the format. He drafted the content in PowerPoint while we explored ways to expand the one-pager into a modular, interactive tool. I then transformed that draft into a fully designed iPad experience, enabling MSLs to navigate product details directly within the timeline. Click here to view the original PowerPoint draft that inspired the interactive pipeline concept.
Explore the final interactive tool used to showcase Phathom’s pipeline at congresses.
Designing the Display Panels
To complement the interactive pipeline experience, I designed a series of print panels that provided deeper context, scientific insights, and visualized key aspects of gastroesophageal reflux disease (GERD) and its varying stages. Through clean design and strategic layout, the panels enabled booth visitors to engage with the science, explore unmet needs, and understand GERD’s broader impact on patient outcomes.
View the print panels in more detail.
Project Reflection
The primary challenge was balancing complex scientific content with clear, engaging design that reinforced the overall narrative of GERD’s impact. By collaborating closely with subject matter experts and adapting to evolving content, I developed educational tools that combined interactive and static formats, delivering complementary experiences that effectively conveyed the scientific story.
Ultimately, we provided exactly what stakeholders needed: a fresh, elevated approach to medical education materials. The client reported that this marked the first time their congress presence truly stood out, driving higher engagement and stronger booth traffic.
Interested in exploring more projects or getting in touch? Click below to view my portfolio or contact me.