Sobi
XR Tool
XR Tool
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Project type
Webapp
Company
Sobi
Location
Sweden
Industry
Healthcare
Role
Product Designer
Tools
Figma, Miro
The brief
Sobi was preparing to launch a long-acting treatment for haemophilia—Sobi XR—and needed a digital-first storytelling platform that communicated the impact of extended-release therapy. The goal wasn’t just to inform, but to shift perception: from a routine of constant management to a life with space to breathe.
The experience had to be emotionally resonant, clinically accurate, and clearly differentiated from competitors. A digital campaign hub would serve as the centerpiece—flexible enough for global adaptation, but intimate in tone.
What did I do?
I led the visual concept and design execution for the digital experience, working from strategic brief to final build. The idea centered around intervals—visually expressed through generous pacing, ambient motion, and soft spatial transitions that mirrored the relief of longer dosing cycles.
The visual language used negative space, fading gradients, and slowed interactions to evoke clarity and calm. I designed modular sections for patient stories, clinical data, and product detail—each tailored for localized reuse and regulatory flexibility.
Collaborating with developers, I ensured design intent carried through to performance—prioritizing fluid animations, clean load states, and accessibility across devices.
What was the outcome
The site became the lead asset for the Sobi XR launch campaign, rolled out in multiple global markets. It served as both a patient engagement tool and a field team resource, praised for its clarity, tone, and elegant pacing.
Stakeholders highlighted the site’s emotive restraint and distinctiveness in a clinically crowded space. Internally, the design system influenced other brand assets—setting a new standard for how Sobi communicates long-acting therapy.
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Project type
Webapp
Company
Sobi
Location
Sweden
Industry
Healthcare
Role
Product Designer
Tools
Figma, Miro
The brief
Sobi was preparing to launch a long-acting treatment for haemophilia—Sobi XR—and needed a digital-first storytelling platform that communicated the impact of extended-release therapy. The goal wasn’t just to inform, but to shift perception: from a routine of constant management to a life with space to breathe.
The experience had to be emotionally resonant, clinically accurate, and clearly differentiated from competitors. A digital campaign hub would serve as the centerpiece—flexible enough for global adaptation, but intimate in tone.
What did I do?
I led the visual concept and design execution for the digital experience, working from strategic brief to final build. The idea centered around intervals—visually expressed through generous pacing, ambient motion, and soft spatial transitions that mirrored the relief of longer dosing cycles.
The visual language used negative space, fading gradients, and slowed interactions to evoke clarity and calm. I designed modular sections for patient stories, clinical data, and product detail—each tailored for localized reuse and regulatory flexibility.
Collaborating with developers, I ensured design intent carried through to performance—prioritizing fluid animations, clean load states, and accessibility across devices.
What was the outcome
The site became the lead asset for the Sobi XR launch campaign, rolled out in multiple global markets. It served as both a patient engagement tool and a field team resource, praised for its clarity, tone, and elegant pacing.
Stakeholders highlighted the site’s emotive restraint and distinctiveness in a clinically crowded space. Internally, the design system influenced other brand assets—setting a new standard for how Sobi communicates long-acting therapy.
Project type
Brand Identity
Company
Medix Biochemica
Location
UK
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe
Project type
Webapp
Company
Sobi
Location
Sweden
Industry
Healthcare
Role
Product Designer
Tools
Figma, Miro
The brief
Sobi was preparing to launch a long-acting treatment for haemophilia—Sobi XR—and needed a digital-first storytelling platform that communicated the impact of extended-release therapy. The goal wasn’t just to inform, but to shift perception: from a routine of constant management to a life with space to breathe.
The experience had to be emotionally resonant, clinically accurate, and clearly differentiated from competitors. A digital campaign hub would serve as the centerpiece—flexible enough for global adaptation, but intimate in tone.
What did I do?
I led the visual concept and design execution for the digital experience, working from strategic brief to final build. The idea centered around intervals—visually expressed through generous pacing, ambient motion, and soft spatial transitions that mirrored the relief of longer dosing cycles.
The visual language used negative space, fading gradients, and slowed interactions to evoke clarity and calm. I designed modular sections for patient stories, clinical data, and product detail—each tailored for localized reuse and regulatory flexibility.
Collaborating with developers, I ensured design intent carried through to performance—prioritizing fluid animations, clean load states, and accessibility across devices.
What was the outcome
The site became the lead asset for the Sobi XR launch campaign, rolled out in multiple global markets. It served as both a patient engagement tool and a field team resource, praised for its clarity, tone, and elegant pacing.
Stakeholders highlighted the site’s emotive restraint and distinctiveness in a clinically crowded space. Internally, the design system influenced other brand assets—setting a new standard for how Sobi communicates long-acting therapy.