Benlysta
Benlysta is a breakthrough biologic developed to help reduce flares and organ damage in people living with lupus — and working on this brand was a creative marathon I’m proud to have been part of.
Our goal was to reframe Benlysta as more than just a treatment — but a proactive addition to standard therapy that could raise the bar for patient care. From HCP-facing eDAs and CETs to digital, social, and congress booth design, every touchpoint aimed to reflect the brand’s evolved positioning: bold, empathetic, and clinically confident.
It was complex, fast-paced work — driven by strategy, science, and a shared belief that good design can support better health outcomes. If our efforts helped even one patient feel more seen, heard, and supported — that’s a win.
This predominantly HCP-facing campaign centered around a powerful message: Adding Benlysta earlier to standard therapy helps healthcare providers elevate the standard of care and make a meaningful difference in their patients’ lives. The goal was to position Benlysta not just as a treatment option, but as a proactive solution that redefines what's possible in lupus management.
Designing and producing congress booth experiences for both the U.S. and Global Benlysta teams was a massive undertaking — logistically, creatively, and collaboratively.
These were built from the ground up, involving production partners across Canada, the U.S., and the U.K., each bringing regional nuances and technical expertise to the table.
Working across time zones with printers, booth fabricators, editors, and video developers demanded precision and trust. We held regular check-ins, ran design and UX tests, and adjusted every detail — from lighting and layout to motion graphics and interactive tools — to ensure the final experience was immersive, informative, and on-brand.
Every engagement zone was intentionally crafted to spark meaningful interaction with healthcare professionals. Whether through quizzes, touchscreens, or short-form content, the goal was always to drive participation while communicating the impact of early intervention with Benlysta.
What made the process especially rewarding was the camaraderie that formed through the long hours and high stakes. It wasn’t just about getting the booths right — it was about building lasting relationships, learning from cross-disciplinary teams, and delivering something that felt bold, human, and unforgettable.
Agency: Tank Worldwide
Creative Director: Matt Darlington
Associate Creative Director: Jeff Wilbee
Designer/Art Directors: Tegwen McKenzie, Kristina Brancaccio, Vicki Jong
Studio: Yves Bilodeau, André Renaud
From core eDA and CET content to social, digital banners, and congress booth experiences, the campaign required an exceptional level of conceptual development, brand develoment, and cross-functional collaboration. It was a creative marathon — involving countless iterations, stakeholder input across multiple departments, and a focus on both emotional resonance and clinical clarity.
Congress Booth Design and HCP Engagement Area
Congress Booth Design: Exterior and Interior Signage
Social Media for Meta, LinkedIn and Sermo
CET (Customer Engagement Tool) — an interactive iPad platform we designed for GSK reps to deliver content and create more engaging, trackable experiences with HCPs.
Before our time with Benlysta came to a close, our team had the opportunity to envision a bold new chapter for the brand — one built around the powerful idea that time isn’t just a metric in treatment; it’s a driver of better outcomes.
We leaned into the urgency and emotion behind lupus care with a refreshed visual system: bold typography, vibrant lifestyle photography, and graphic shapes that pulsed with energy and momentum.
The campaign’s central theme — Time Matters — served as both a call to action for healthcare professionals and a message of hope for patients living with systemic lupus erythematosus (SLE) and lupus nephritis.
Congress Booth Back Wall
Congress Booth Design and HCP Engagement Area
CET (Customer Engagement Tool) — an interactive iPad platform we designed for GSK reps to deliver content and create more engaging, trackable experiences with HCPs.
Agency: Tank Worldwide
Creative Director: Jason Kontolemos, Matt Darlington
Associate Creative Director: Jeff Wilbee
Designer & Art Director: Valerie Sandoval, Tegwen McKenzie, Kristina Brancaccio, Vicki Jong
Copywriter: Rob Ramsay
WILBEE 2025 | graphics | design | advertising