The Otsuka Patient Assistance Foundation (OPAF), a philanthropic arm of Otsuka Pharmaceuticals, provides free medications to patients in need. OPAF needed to redesign its printed materials to align with the visual design of its website. This project presented an opportunity to organically expand and create a cohesive brand identity across all platforms. The goal was to establish a unified look, feel, and tone that would ensure consistency and professionalism, while also maintaining a strong connection to Otsuka Pharmaceuticals’ corporate brand.
Initially, I was tasked with designing a three-brochure series that aligned with the existing OPAF website’s look and feel. Later, I was asked to refine the OPAF logo and develop brand standards tailored specifically to OPAF while maintaining alignment with Otsuka’s corporate identity. These standards would ensure consistency across the company and vendors.
The updated branding led to improvements across several areas with 61 deliverables:
Issue with Previous Design: The prior brochures lacked alignment with the OPAF website’s updated branding, and the messaging wasn’t as clear or actionable for patients.
Objective: The goal was to create brochures that were visually cohesive with the website while being easy for patients and healthcare providers to navigate. The focus was on delivering clear, engaging, and actionable messaging.
Solution: I incorporated blue and red brand elements to ensure consistency, strategically placed call-to-action buttons for clarity, and used bold, inviting headlines like "Making a REAL Difference in People’s Lives" to engage patients and encourage them to take action.
Original Version:
Issue with Original Logo: The original logo had a icon placement that lacked visual balance, and the lower font was inconsistent with OPAF’s evolving brand identity. Additionally, Otsuka’s connection wasn’t as prominent at it could be, potentially weakening brand alignment.
Objective: My goal was to create a more impactful, cohesive logo that refreshed Otsuka’s presence while improving brand consistency and professionalism.
Solution: I repositioned the icon to enhance visual balance, updated the font to align with the new brand standards, and ensured that Otsuka’s presence was more prominent, reinforcing the connection to the parent company.
Challenge: OPAF needed tailored brand standards that aligned with Otsuka’s corporate identity while addressing the foundation’s specific needs.
Objective: Ensure consistency across all communication materials used by vendors and stakeholders, while reinforcing OPAF’s distinct mission.
Solution: I developed comprehensive guidelines covering logo usage, typography, and color palettes. These standards were designed to maintain brand cohesion across all platforms, making it easy for anyone working with OPAF to follow clear, structured instructions for consistent application.
