VISUAL DESIGN • MOBILE APP • BRANDING • TOUCH

Soliris

Soliris is a field sales app for Alexion Pharmaceuticals. It brings together key sales documents, educational materials, case studies, and media content in one polished iPad experience. I led the full visual design as the sole interactive designer, delivering a dynamic, brand faithful app from start to finish.

TIMELINE

1 week design concept to covering all key pages and navigation through to final layout variations.

TEAM & ROLE

Sole interactive designer, collaborating with an art director and external client (Alexion)

RESPONSIBILITIES

I led the full visual design for a client facing iPad sales app, solo, in one week. I interpreted the brand guide, filled wireframe gaps, and designed across every screen and content type.

KEY RESULTS

Delivered a complete, client approved iPad app in one week. The Soliris sales tool launched successfully and is now used by Alexion's field sales team in real world presentations.

01 BACKGROUND

Alexion Pharmaceuticals needed a polished iPad sales tool for their field team. The app centralized documents, case studies, and media around Soliris, their FDA approved treatment for PNH, a rare blood disorder. Studio PMG brought me in as the sole interactive designer.

02 PROBLEM STATEMENT

Sales reps had no single, reliable place to present Soliris information in the field. Content was scattered, navigation was unclear, and the app needed two visually distinct sections to separate disease and treatment information quickly.

03 PROJECT GOAL

Create a clean, brand faithful iPad experience that organized complex medical content into two clear sections: Disease Information and Treatment Information. Each needed its own visual identity so reps could navigate confidently in real world sales settings.

05 DESIGN PROCESS

I started by diving deep into Alexion's brand assets before making any design decisions. Then I worked through the full app screen by screen, establishing the color strategy, layout structure, and component states that tied everything together.

DISCOVERY

I started by going through everything the client provided: the global branding guide, the PNH treatment case PDF, a content flow document, approved imagery, fonts, the Alexion logo, and their PowerPoint template. Understanding the brand inside and out before touching any screen was the only way to move fast and stay accurate.

KEY INSIGHTS

The wireframes were not fully complete when I came on board, which meant making real layout and structural calls while the project was already moving. I leaned on the content flow document and brand guide to fill those gaps. Working closely with my art director throughout kept the direction consistent and the momentum going.

Global Branding Guide_FINAL_5.15_Page_14

VISUAL DIRECTION

The biggest design question was how to make two content areas feel clearly different while still feeling like one app. Color became the answer. Treatment Information used cool blues to feel clean and clinical. Disease Information used rich dark reds to feel urgent and serious. All type followed Alexion's approved fonts, with bold all caps headings for hierarchy and clean, legible labels at every level.

BUILDING THE EXPERIENCE

With the direction set, I built each screen from the ground up. The splash page centered the Alexion logo against a purple and blue swoosh with a single 'Touch to Start' call to action. The catalog page split into two distinct panels for Disease and Treatment, each with Documents and Media entry points. Every component, from tab states to thumbnail previews, was designed to help reps find and present content quickly.

05 CHALLENGES

I came in mid project with incomplete wireframes, a tight one week timeline, and a client brand guide that left little room for creative freedom. The only way through was to move fast, trust my instincts, and stay disciplined about every decision.

INCOMPLETE WIREFRAMES

I came on mid project to wireframes that were not fully finished. That meant making real layout and structural judgment calls while the project was already in motion. I used the content flow document and brand guide to fill those gaps without stalling the timeline.

1 WEEK FOR THE FULL DESIGN

The entire visual design across a large number of screens had to be done in one week. I stayed organized, moved fast, and made decisions with confidence rather than second guessing every choice. There was no room to slow down.

STRICT BRAND CONSTRAINTS

Alexion had a detailed global brand guide and there was no room to deviate. Every creative decision had to live within the boundaries they set. The challenge was bringing energy and visual quality to the work while staying fully within those guardrails.

06 FINAL OUTCOME

The final product was a fully realized iPad sales app, from the branded splash page through every interior content view. The two section structure, distinct color themes, and clean layout gave Alexion's field team a polished, easy to use tool they could confidently pull out in any sales setting.

RESULTS

I delivered 19 renderings in total, not counting rounds of revisions, all within a one week deadline. The client response was very positive. They felt the app was a clear upgrade from what they had before, and the designs were approved without major pushback.

WHAT I LEARNED

This project taught me how to move fast without losing quality. Coming in mid project pushed me to read a brand guide deeply and make confident structural decisions without a complete foundation to work from. It also reinforced how valuable a close collaboration with an art director can be, especially when the timeline leaves no room for misalignment.

WHAT'S NEXT

This project was a turning point for me. It proved I could take on a high pressure, client facing design challenge solo and deliver something I'm genuinely proud of. It pushed me toward taking on more complex visual design projects and sharpened my ability to work efficiently without sacrificing craft.