Ten Steps:
Avonex Brand Shift


The primer for this project was to immerse yourself in a situation that is uncomfortable, record at least 10 steps, then create a response.


For those newly diagnosed with multiple sclerosis, the process of self-injection is very uncomfortable. By using hand-written words of encouragement from others with MS, set in a framework that conveys safety and effectiveness, I hoped this brand shift would give someone confidence in themselves and the medication.