The Down Low: Brand Identity

Role: Executive Creative Director, Brand Designer & Strategist

Organon, a global pharmaceutical company, was in need of a redesign and new brand identity for their digital project "Contraceptive Match".

The project aimed to educate young Australian women about contraceptive options beyond the pill—which is often the default prescription handed to them by their GPs.

The problem: 'Contraceptive Match' was tired, too clinical and too conservative. It was appealing to the world of pharma, but for the young women it was trying to target... not so much.

Our solution: We threw it all out and started fresh, creating a new brand designed by young women, for young women. Introducing: The Down Low. Everything you need to know on women’s sexual health.

This new brand carries a category-breaking tone of voice and a boldness that is unusual for the conservative pharma industry. We talk about sex, about taboos, and do so in a language that resonates with our audience.

Results:

Our audience polling shows 50% more likely to have an empowered conversation with their GPs after seeing our content

Driven over 2,000 users to download our Instant Experience How-To Guide for talking to your GP about contraception

An an increase in client-owned contraception scripts by 15%

40% Increase in media share of Voice around Contraception

Awards:

Shortlisted Prime Award for Creativity in Communication (2021, 2022)

Shortlisted for AMI Marketing Awards (2021, 2022)

Shortlisted for B&T Awards (2021)