Bayer Consumer Health
Innovation Showcase
CLIENT
Bayer
YEAR
2023
INDUSTRY
Consumer Health
TYPE OF WORK
Visual Identity System
Web Design
Animation
Storyboarding
Campaign Development
Bayer Consumer Health required a digital showcase to attract global attention, put a human face on innovation, and elevate the narrative of self-care for today's diverse audiences. Our team transformed the existing brand library into a vibrant visual identity system designed to support self-care innovation. I directed the creative process for the Visual Identity System, web design, campaign visuals, and video concepts that shaped this immersive platform.
Using Bayer brand elements as a base, I crafted a distinct concept, aesthetic, and assets for the Consumer Health sector. The result? A multi-platform design system that connects science and humanity, innovation and emotion.
Collaborators:
PJ Gallagher, Kevin Smith, David Moore
THE CHALLENGE
Bayer needed to amplify its voice in the realm of self-care innovation while carving out a distinct identity for its Consumer Health division. The challenge was to transform technical language, global data, and complex health topics into emotionally resonant and visually cohesive experiences, primarily utilizing existing assets.
THE DESIGN SOLUTION
I conceptualized a layered creative system to showcase Bayer's consumer health products globally while representing the human health experience. The idea to visualize 'Chaos to Choice' was the primary goal in showcasing the array of product categories and offerings by defining it within 3 core pillars and building stories for each: Inclusive Science, Remarkable Experiences, and Flexible Technology.
Using a blend of global imagery, subtle motion treatments, and color-coded iconography, I built a flexible design language and visual ID system that translated across web and video.
For the visual identity & motion, I adapted Bayer’s diagonal line treatment and transformed it into a sliding diagonal face motif to symbolize diversity, technology, and global reach for consumers. Motion also extended into the product treatments to give life-like expression and relatability to Bayer’s product offerings.
This system introduced glitch-to-clarity transitions to show the journey from health confusion to empowerment, where the directed animation for the "Innovation is Human" Anthem Video crafted emotional transitions from global chaos to personal clarity. This style also translated to mini vignettes for each category page.
Click to Press Play
FEATURED WEB EXPERIENCE
Each page follows a consistent system, but is visually tailored to its topic:
The project resulted in a scalable visual identity that unified Bayer Consumer Health's innovation content across various platforms. By leading the art direction for this flagship digital experience, we created a central hub that enhanced storytelling and partnership outreach, ultimately repositioning the brand as a leader in the self-care market.
Innovation is human.
Design made it a strategic centerpiece for impact.