Role: Art Director – BRIDION Brand (Merck)
As Art Director for BRIDION’s 2024 event and print initiatives, I led the creative strategy and execution of two key projects—a redesigned HCP brochure and a fully integrated congress booth experience—each driven by a commitment to brand excellence, stakeholder alignment, and regulatory compliance.
The brochure redesign transformed a static 4-page booklet into a dynamic trifold with an interactive pull-out tab, delivering a portable, story-driven tool for field teams. Early in the process, I developed a functional mockup to showcase the tab’s mechanics and overall flow, securing early buy-in from marketing, compliance, and field stakeholders. This collaborative approach ensured the final piece not only met brand standards but also enhanced usability and in-person engagement.
For the congress booth experience, I oversaw the creative direction of BRIDION’s presence at multiple high-profile medical conferences. The booth environment was designed as an immersive brand touchpoint, supported by a suite of custom collateral—table tents, an interactive monitor experience, and a branded trifold—each aligning seamlessly with BRIDION’s refreshed visual identity. Every element was thoughtfully crafted to reinforce key messaging, maintain consistency across diverse venues, and engage HCP audiences in a professional yet approachable manner.
Together, these projects exemplify how strategic design, close stakeholder collaboration, and strict compliance adherence can create impactful, on-brand experiences that elevate BRIDION’s presence in both print and live event environments.
Project: BRIDION Congress Booth Experience (2024)
As the lead creative, I directed the execution of the BRIDION booth, featured across multiple high-profile medical congresses during the 2024 conference season. The goal was to establish a cohesive, elevated brand presence that could engage attendees across a range of in-person environments.
As the lead creative, I directed the execution of the BRIDION booth, featured across multiple high-profile medical congresses during the 2024 conference season. The goal was to establish a cohesive, elevated brand presence that could engage attendees across a range of in-person environments.
The booth was supported by a suite of custom-designed materials—including table tents, an interactive monitor experience, and a branded informational trifold—each thoughtfully crafted to align with BRIDION’s visual identity while enhancing the attendee experience. Every touchpoint was designed with intention: to communicate key messaging clearly, foster engagement, and create a visually consistent and professional space, regardless of the venue. The result was a dynamic, on-brand exhibit that strengthened BRIDION’s visibility and impact across the healthcare landscape.
ASA 2024 BRIDION Booth Space - full view
ASA 2024 BRIDION interactive monitor
ASA 2024 Close up of Booth Wall Timelin
Additional view of the booth space
3D Rendering of Booth Space
3D rendering of booth space - from above
3D rendering of booth space - view 2
3D rendering of booth space - view 3
Project: BRIDION Brochure Redesign – Trifold with Pull-Out Tab
This project involved reimagining a 4-page booklet as a more dynamic and interactive trifold brochure with an integrated pull-out tab. The design update aligned with BRIDION’s refreshed brand identity, while addressing field team feedback to create a more cohesive, story-driven communication tool for HCP interactions.
To ensure stakeholder alignment and approval prior to final design, a detailed mockup was developed to demonstrate the brochure’s functionality—including how the pull-out tab would work in context. This prototype played a key role in securing buy-in from both marketing and compliance teams before moving into production.
The final piece offered a modernized, user-friendly format that improved portability, emphasized key messaging, and enhanced in-person engagement—delivering both form and function in support of field team needs.
Mock-up of Trifold
