Spectrum of Psoriasis Resources Client: Amgen, Inc. Date: 2011 Agency: Synapse Medical Communications PROJECT DESCRIPTION The client was pitched a program aimed at health care providers, sales reps, and MSLs that would be a resource for those working in the world of psoriasis-related diseases. Synapse Medical Communications, the agency handling the pitch, decided to call it “Spectrum of Psoriasis Resources” and it was to be a hub of resources that would include patient education materials, links to societies and organizations, event listings, and a “Refer a Colleague” program to get others involved. While men and women develop psoriasis at equal rates, psoriasis-related diseases and syndromes cut a deeper path through women’s social and emotional lives than men’s, according to a National Psoriasis Foundation report (not cited here). Based on this, we decided to make the program logo a feminine body shape. Dots of various shades alluded to not only the range of areas psoriasis effects occur on the body but also to “data points” – references to both the spectrum of related conditions and comorbidities that psoriasis encompasses and to the wide range of resources available. Final logo Promotional concept Previous design versions Design sketchboard