Healthy.io, 2021

Print ad for the New York Times

In the summer of 2021 Healthy.io was in preparations for an upcoming FDA approval of Minuteful Kidney - a major landmark in the company's run. The marketing team wanted to capitalize on that moment to create some buzz among healthcare execs, financial markets, as well as end users.

The design team (which was under my lead at the time) was asked to come up with creative solutions to a multi-channel campaign, which would kick off with a NYT print ad.

The process

We had quite a few concepts to work with, each one exploring a different angle we can tell our company's story with. Following a creative roundup, I decided to work on the one that focuses on the photo element in our story (the ACR test is performed using a smartphone scan of a color-board, just like taking a picture).

The tagline we had to work with was "Some photos make history. This photo can save your life." Some of the options below are based on tweaks I've made to this tagline, and most stay true to its essence.

My role

I was the design team lead at the time of this brief. We wanted to get as many ideas as we can from our creative minds in the team, so aside from participating in brainstorms and creative feedback I was also working hands-on with some of the concepts seen below.

Concept #01

Kidney selfie

Concept #02

Photo timeline

Concept #03

Through the camera lens