UK Psoriasis
Improving Access:
The Patient Pathway
Visual Storytelling + Information Design
Brief
I was asked to design a report exploring the experiences of people living with psoriasis, bringing together patient perspectives, data and recommendations for healthcare professionals and primary care.
The challenge was to present detailed information clearly while ensuring the patient voice remained at the heart of the communication.
Alongside the report, I was also asked to develop a shared decision aid that could help patients and healthcare professionals better understand symptoms, treatment options and the pathways available to them.
Approach
With an extensive and highly defined BMS brand system already in place, this project was less about reinventing the visual language and more about executing it well and finding the creative opportunities within it.
Photography was carefully sourced to work naturally alongside the existing brand, while the layouts gave me room to bring expression and variety to the content without moving outside the guidelines.
For the patient survey and decision aid, the focus shifted more towards user experience and clarity. Icons played an important role in helping patients navigate and understand the information, using the existing BMS icon library alongside new icons I developed to extend it where needed.
Outcomes
A clear, engaging patient report delivered within a highly established global brand system.
Patient information structured around clarity and ease of use, using visual hierarchy and iconography to support understanding.
New iconography developed to sit consistently alongside the existing BMS visual library.
Putting the Patient Voice First
