INCYTE
Breaking down barriers to a breakthrough medication
About
Create program brand, consumer/hcp website, social campaign, trade show graphics and supporting collateral
Role
Design lead
Skills
Information architecture, accessibility, brand naming and logo development, high-fidelity mockups (figma), visual design and layout.
Problem
A ground-breaking branded medication was struggling to gain traction—not because of the product itself, but because of everything surrounding it. Customers lacked the context to navigate the price and paperwork obstacles standing between them and access.
KEY GAPS
- Lack of customer awareness and context around a first-of-its-kind medication
- Price and administrative barriers discouraging adoption and access
- Complex managed care ecosystem creating friction at every touchpoint
Solution
The team began with deep research across five key audiences, building a clear picture of the managed care landscape and the barriers to adoption before moving into strategy, brand, and full-scale digital execution.
Conducted competitive, ethnographic, and qualitative research across five key audiences
Led internal workshops to align business units and identify opportunities
Developed personas and an ecosystem map overlaying multiple journeys and opportunity points
Launched brand development, support programs, and UX-driven websites for two key audiences
solution
Program name + logo
The name OnTrac and its accompanying logo were designed to reflect the patient's experience of navigating access to a first-of-its-kind medication. The wayfinding marker — familiar from everyday navigation apps — instantly communicates guidance and forward momentum, positioning the program as a trusted guide that helps patients find their way through an otherwise complex and unfamiliar process.
solution
Brand guide
To complete the brand process, the team created a comprehensive brand guide — documenting the full OnTrac identity including visual brand elements, audience personas, and voice and tone guidelines. The brand leaned warm and approachable, centered on patients and HCPs, with hand-drawn elements and wayfinding themes — as if someone were sketching notes on a map.
solution
Audience specific websites
With the strategy and brand in hand, the team moved quickly to design and launch two audience-specific microsites — one for healthcare professionals and one for consumers — going from concept to completion in just four days. Each site was built around the distinct needs and questions of its audience, translating the complex OnTrac access journey into clear, actionable guidance for both the patients seeking it and the providers supporting them.
solution
Program support
To bring OnTrac to life across every channel, the team developed a full suite of program support materials — including social media ad campaigns, trade show signage and graphics, and targeted collateral for both patients and healthcare professionals — ensuring the brand showed up consistently and compellingly at every point of contact.
The outcome
The investment in customer experience strategy delivered laser focus to every dimension of the program—shaping digital decisions, informing distribution strategy, and addressing the root causes of customer misperceptions.
Brad Wolf | Consultant Portfolio
INCYTE
Breaking down barriers to a breakthrough medication
About
Create program brand, consumer/hcp website, social campaign, trade show graphics and supporting collateral
Role
Design lead
Skills
Information architecture, accessibility, brand naming and logo development, high-fidelity mockups (figma), visual design and layout.
Problem
A ground-breaking branded medication was struggling to gain traction—not because of the product itself, but because of everything surrounding it. Customers lacked the context to navigate the price and paperwork obstacles standing between them and access.
KEY GAPS
- Lack of customer awareness and context around a first-of-its-kind medication
- Price and administrative barriers discouraging adoption and access
- Complex managed care ecosystem creating friction at every touchpoint
Solution
The team began with deep research across five key audiences, building a clear picture of the managed care landscape and the barriers to adoption before moving into strategy, brand, and full-scale digital execution.
Conducted competitive, ethnographic, and qualitative research across five key audiences
Led internal workshops to align business units and identify opportunities
Developed personas and an ecosystem map overlaying multiple journeys and opportunity points
Launched brand development, support programs, and UX-driven websites for two key audiences
solution
Program name + logo
The name OnTrac and its accompanying logo were designed to reflect the patient's experience of navigating access to a first-of-its-kind medication. The wayfinding marker — familiar from everyday navigation apps — instantly communicates guidance and forward momentum, positioning the program as a trusted guide that helps patients find their way through an otherwise complex and unfamiliar process.
solution
Brand guide
To complete the brand process, the team created a comprehensive brand guide — documenting the full OnTrac identity including visual brand elements, audience personas, and voice and tone guidelines. The brand leaned warm and approachable, centered on patients and HCPs, with hand-drawn elements and wayfinding themes — as if someone were sketching notes on a map.
solution
Audience specific websites
With the strategy and brand in hand, the team moved quickly to design and launch two audience-specific microsites — one for healthcare professionals and one for consumers — going from concept to completion in just four days. Each site was built around the distinct needs and questions of its audience, translating the complex OnTrac access journey into clear, actionable guidance for both the patients seeking it and the providers supporting them.
solution
Program support
To bring OnTrac to life across every channel, the team developed a full suite of program support materials — including social media ad campaigns, trade show signage and graphics, and targeted collateral for both patients and healthcare professionals — ensuring the brand showed up consistently and compellingly at every point of contact.
The outcome
The investment in customer experience strategy delivered laser focus to every dimension of the program—shaping digital decisions, informing distribution strategy, and addressing the root causes of customer misperceptions.
Brad Wolf | Consultant Portfolio
INCYTE
Breaking down barriers to a breakthrough medication
About
Create program brand, consumer/hcp website, social campaign, trade show graphics and supporting collateral
Role
Design lead
Skills
Information architecture, accessibility, brand naming and logo development, high-fidelity mockups (figma), visual design and layout.
Problem
A ground-breaking branded medication was struggling to gain traction—not because of the product itself, but because of everything surrounding it. Customers lacked the context to navigate the price and paperwork obstacles standing between them and access.
KEY GAPS
- Lack of customer awareness and context around a first-of-its-kind medication
- Price and administrative barriers discouraging adoption and access
- Complex managed care ecosystem creating friction at every touchpoint
Solution
The team began with deep research across five key audiences, building a clear picture of the managed care landscape and the barriers to adoption before moving into strategy, brand, and full-scale digital execution.
Conducted competitive, ethnographic, and qualitative research across five key audiences
Led internal workshops to align business units and identify opportunities
Developed personas and an ecosystem map overlaying multiple journeys and opportunity points
Launched brand development, support programs, and UX-driven websites for two key audiences
solution
Program name + logo
The name OnTrac and its accompanying logo were designed to reflect the patient's experience of navigating access to a first-of-its-kind medication. The wayfinding marker — familiar from everyday navigation apps — instantly communicates guidance and forward momentum, positioning the program as a trusted guide that helps patients find their way through an otherwise complex and unfamiliar process.
solution
Brand guide
To complete the brand process, the team created a comprehensive brand guide — documenting the full OnTrac identity including visual brand elements, audience personas, and voice and tone guidelines. The brand leaned warm and approachable, centered on patients and HCPs, with hand-drawn elements and wayfinding themes — as if someone were sketching notes on a map.
solution
Audience specific websites
With the strategy and brand in hand, the team moved quickly to design and launch two audience-specific microsites — one for healthcare professionals and one for consumers — going from concept to design/content completion in just four days. Each site was built around the distinct needs and questions of its audience. Each site translated the complex OnTrac access journey into clear, actionable guidance for both the patients seeking it and the providers supporting them.
solution
Program support
To bring OnTrac to life across every channel, the team developed a full suite of program support materials — including social media ad campaigns, trade show signage and graphics, and targeted collateral for both patients and healthcare professionals — ensuring the brand showed up consistently and compellingly at every point of contact.
The outcome
The investment in customer experience strategy delivered laser focus to every dimension of the program—shaping digital decisions, informing distribution strategy, and addressing the root causes of customer misperceptions.