IDRx
Year
2025
Role
Brand design, UI design, deck design
Designed at Image Conscious Studios. Creative Direction by Adam Gesuero, UI designed in collaboration with Mandeep Kaur, development by Adam Riggs and Logan Wisniewski.
idrx.comSituation
IDRx, a leader in precision cancer therapies, was preparing for a presentation at the J.P. Morgan Healthcare Conference. They needed an impactful new slide deck to communicate their unique approach, and a refreshed brand to show confidence and clarity.
Process
With the slide deck as a first priority, I began with a light refresh of IDRx's colors, fonts, and image styles, focusing on what would be needed for a new PowerPoint template. I studied the data around their therapeutic molecule and its competition in the clinical space, ensuring I had the context necessary to design accurate and effective graphics and data visualizations. Once the deck was fully prepared, I transitioned to taking a bigger-picture look at the brand. Elements from the deck were refined and expanded on to create a website with a clean, crisp new visual language that centered on patient care and approachability
Result
Just six days after launching the new brand and site, IDRx was acquired by one of the largest pharma companies in the world, GSK, in a hugely successful exit.
As a direct result of my work on IDRx, a strategist at GSK reached out to my agency to discuss working on additional brand materials. He said the slide deck that I created for IDRx was "the best deck he's seen in 20 years," and was directed by a superior to "go find out who created this!"
Designing the slide deck
As IDRx prepared to send their therapeutic to clinical trials, they wanted to shift their brand identity to be more hopeful and patient-centric. I used brighter, bolder shades for the deck's color palette, so that dense waterfall plots could be just as engaging as the more symbolic "threading the needle" graphic I created.
Brand System
Evolving the brand from the more pragmatic needs of the slide deck, we dialed up the vibrancy, energy, and optimistic imagery.
