3. Merck - Spotlight
Software: Adobe After Effect, Illustrator / Designer: Zhixin Jia / Art Director: Hannah Ryan
Background
Merck's social media team reached out to us to create a post highlighting the "Safer Childbirth Cities" initiative, which focuses on the impact of community-driven solutions in improving maternal health outcomes. Our goal was to design an impactful visual that underscores the critical role local communities play in ensuring safer childbirth.
- Research
Brainstorm
We planned to use the existing art style from Merck for Mothers' illustration library and apply their brand colors to create a cohesive visual identity. A map would illustrate the program’s reach from the west coast to the east coast, highlighting the locations of "Safer Childbirth Cities." Additionally, we aimed to depict character interactions between doctors and pregnant women to emphasize the program's human impact.
Execution
During execution, I realized that showcasing detailed character interactions on a large map would be challenging, so I incorporated a magnifier effect to zoom in on these interactions. To enhance the sense of movement across the map, I added yellow lines as the map transitioned from coast to coast. Circles were used to pinpoint the locations of "Safer Childbirth Cities," effectively highlighting the program's reach and growth across the U.S.
the client was pleased with this version and plans to roll it out across multiple platforms. This project provided me with valuable experience working with different brands and adhering to their established styles. Throughout the process, I maintained close communication with the client, which allowed me to effectively incorporate their feedback and enhance the final outcome.