The PillPack Brand
Branding a healthcare company that sorts and delivers medication
The Approach
The PillPack brand has been evolving and expanding its touchpoints to help prospective customers understand the service, current customers to have more delightful experiences, prescribers to understand how to work with us, and internal teams to express their expertise. I was responsible for a broad scope of responsibilities and as a part of the brand team, I pushed the brand expression across the service as the company grew.
Project Highlights
- Building a brand for a nationwide pharmacy
- Adapting and growing under a multi-million acquisition
- Maintaining a consistent brand voice and art direction
I worked on
Branding
- Visual Design
- Art Direction
- Packaging
Research
- Data Testing
- User Testing
- Compliance
- Review
Application
- Product Comms
- Clinical Reviews
- Front-End
- Development
During the course of my time at PillPack, I’ve maintained and built the brand from a start-up, through its acquisition, and integration as a subsidiary for Amazon.
Branding the pharmacy space
Designing within an opaque industry meant shifting through archaic processes and questioning problems with the customer always in mind to present easy to understand information for a very complicated process. With a balance of function and legibility, my responsibilities of maintaining the brand was important to communicate the PillPack voice to the internal and external audiences that use the service.
TJ Parker, CEO
“There’s no shortage of problems to solve for customers in healthcare, but at PillPack, we’re very pharmacy-specific. Historically, that has taken the shape of being laser-focused on making the pharmacy as convenient as possible for customers to use.”
One brand many touchpoints
While at PillPack, I’ve shaped a brand that has impacted the company at different levels based on a changing demographic (from primarily ages 40–50s to 70+) or the growing B2B business through the means of acquiring new customers. Since joining in 2016, I navigated the complexities of designing for a service providing multiple medications. This meant clear communication and building branded signifiers from the pharmacy to the customer.
Working With
Marketing & Prospective
Product
B2B Partners
Representing the brand team, my work was not limited to just Marketing. During the peak growth of PillPack, my role oversaw the work that was constantly developing through many teams that required educational moments even in the Product space the Marketing team pioneered. I helped improve the collaboration between design and its other disciplines through new design processes and education within the company. What follows are snippets of the different efforts I led and contributed as a PillPack designer.
First Shipment Booklet / Service Brochure / PillPack.com / Medication & Account Notice Cards / Insurance & Medicare Letters / PharmacyOS.com / Sign-up Video / Folks Feature / Partner & Health Plan Welcome Kits / Prescriber’s Guide / Newcomer’s Guide
Marketing
Targeting prospective customers to switch to an easier pharmacy
Product
Designing a clear and consistent visual experience for audiences to monitor 90-day retention
B2B
Representing Marketing, how to work with partners, other employers, or prescribers to open opportunities
Credits
Designed at: PillPack
Photography: Mel Taing
Creative Direction: Jessica Im, Matt Kaiser, Lauren Kim
Content Strategy: Ali Burke
Marketing Direction: Colin Raney
Videography: Josh Foisey
Consumer Insights: Lexi Borbistina
Product Designer: Jeff Vlahos
B2B Partner: Justin Garrett
All data portrayed in these mocks are fictitious.
