Illumina Consulting Group’s core product is LUX, a proven data analytics platform that allows user to leverage, sense and infer meaning from diverse, high-volume, and fast-moving data in real time.

This project entailed the distillation of a new core value proposition, functional benefits and operational capabilities to differentiate LUX from its competitors. Recognizing there was a complex selling cycle, we identified customer types (such as influencers, decision makers and end users) to better tailor a new messaging architecture to their specific needs.

A new website was then designed to position LUX as a powerful tool that delivers transformational insights, carefully leading visitors through the platform’s various benefits before exploring its functionality and technical specifications.

The summer of 2019 was a productive year for violinist Solomiya Ivakhiv, who managed to record three albums with two symphony orchestras. I was given an opportunity to work on two of the recordings’ cover designs. Working closely with Solomiya during the creative process, we decided to treat them as a series using a consistent layout and design elements. For the artwork, we engaged Lviv, Ukraine-based painter, Mykhailo Rad, to provide paintings that reflect the energy and emotional nature of the compositions.

“Music at the Institute” is a concert series sponsored by the Ukrainian Institute of America in New York City. Performed in a traditional chamber music concert setting, MATI (as it is known) showcases classical favorites and new works by contemporary composers, as well as lecture-recitals and children’s events. The program is managed by acclaimed artistic director, Solomiya Ivakhiv, and features a roster of distinguished performers from the United States, Europe and Asia.

A poster series was commissioned to announce and promote the concerts, with each poster conveying a particular event's unique themes. The posters are displayed outdoors on the exterior of the Institute, on the Institute's web site and in social networking spaces.

Until Ukraine’s independence in 1991, the result of the dissolution of the Soviet Union, many of the composers on this CD were presented in Europe, Asia and the Americas as Russians. This has now ended. The recent tragic events in Ukraine have further cemented Ukraine as a historical nation still defending its integrity and survival. Journey to Freedom is a reflection of this struggle and the first compendium of works for violin and piano on CD written exclusively by Ukrainian composers over the course of a century.

The program features violinist Solomiya Ivakhiv and pianist Angelina Gadeliya and represents many of the styles and currents that dominated in the years 1919 to 2014: from Kosenko’s unabashed late romanticism and Lyatoshynsky’s expressionistic masterpiece – his Violin Sonata, Op. 19 – to the 1960’s neofolklorism of Myroslav Skoryk; Yevhen Stankovych’s romantic blending of lyric expressionism and ethnographic sources; the cool neoclassicism of Ivan Karabits; and the expressive structuralism of Alexander Shchetynsky’s current music. The program includes the Post scriptum sonata by Ukraine’s most celebrated composer Valentyn Silvestrov described by Arvo Pärt as “one of the greatest composers of our time.”

Like the music contained within, the CD packaging explores the relationship between old and new, the traditional and modern, high art and folk art. It features a commissioned original painting by Solomiya Kohut, a Lviv, Ukraine-based artist. Titled “Taking Flight", Kohut's work employs structural elements and rich color to create an abstract composition that symbolizes Ukraine's emergence into modernity. On the interior back cover, we incorporated a traditional Ukrainian folk ornament, "The Tree of Life", originally found on a 19th century kilim (woven rug) from the Zhytomyr region. This iconic cultural image of rebirth and awakening is combined with a poem by Lina Kostenko, calling her fellow countrymen to arise.

Amgen’s supportive care products changed the practice of oncology, but newly-diagnosed cancer patients need access to more than just medicine. How do you give them the information they need?

Solution
Extensive research with nurses, patients and advocacy groups informed the development of an attractive, useful, practical and cost-effective starter kit. This solution provides patients and their caregivers with tools and resources to help them be active participants in their cancer treatment journey.

Designed in collaboration with BDA Inc. Illustrations by Nicholas Wilton.

Enbrel became a market leader less than one year after launching. The annual meeting of the American Academy of Dermatology (AAD) became an opportunity to share this news.

The exhibit was designed with a visual style that emerged from sleek materials and inspired forms to suggest a high-tech metropolis. The team created a competitive, interactive game, engaging touch-screen educational activities and a relaxing cafe theater—in total, a highly memorable attendee experience that demonstrated Enbrel's market leadership and its commitment to patient care.

Designed in collaboration with Access TCA, ArkMedia and BDA Inc.

What if you launched a clinical trial and no one enrolled? What if the future of your company depended on its success?

Solution
To overcome this challenge, Amgen deployed a collaborative group
of internal and external teams to help. The result was an integrated marketing communications program that dramatically increased the
number of eligible patients matched to clinics.

We focused our efforts on three areas: to educate physicians and their staff about the trial criteria, to make the screening process easier and to increase the pool of eligible patients.

Countertop signs and information brochures were created to raise awareness of the 147 Study in the physician office setting and to encourage patients and caregivers to proactively request information.

A web site was developed and linked to a private-label online matching service. Patients were pre-screened and matched to participating clinics in their area. Banners, text ads, and keywords were deployed to further raise awareness and drive traffic.

To help the study coordinators better understand the complex inclusion/exclusion criteria, custom tools were developed: a screening brochure with graphical explanations and case studies, a quick-reference pocket card, chart flags to quickly identify potentially eligible patients’ charts, and a mini-protocol with key reminders.

To help clinic staff keep track of all procedures critical to the study, three schedules of assessment charts were developed, one for each year of the study.

A series of communication tools were developed to help the clinics keep retain enrolled patients: an appointment card, a reminder postcard to be sent as a reminder of upcoming appointments, a magnet that holds the clinics’ business card, and a greeting card for the clinic nurses to stay in touch with patients. All materials were shipped to the clinics in an easy-to-use carrier that kept the contents organized.

Designed in collaboration with Hornall Anderson and CDM.

The Denosumab exhibit was a great opportunity to position Amgen as a leader in bone biology research and to share the latest information about its investigational therapy with the scientific community.

A bold color palette differentiated the exhibit on the floor, while clear scientific graphics and animations illustrated the mechanism of disease story. A "passport" navigated attendees through graphic panels that challenged conventional impressions about osteporosis and standard treatments, while introducing a new, alternative approach to inhibiting this disease pathway.

A coordinated electronic communication plan was implemented to better track and encourage user interest. Registered attendees received e-mails which linked them to an Amgen web site. This site informed them of Amgen’s presence, sponsorship role, and various activities at the
conference. Attendees who registered at the booth were sent a thank you email that allowed them to “opt-in” for future contact.

Designed in collaboration with Access TCA and Hornall Anderson.

Sensipar is an important medicine for kidney dialysis patients who suffer from a serious metabolic disorder. With FDA approval anticipated soon, the Sensipar brand team knew it was critical to prepare the sales team appropriately so that they are energized and confident to sell Sensipar.

The launch was divided into three meetings with a progressive theme. Two training meetings, for managers and sales reps respectively, were held in advance so that the sales teams would arrive at the launch meeting prepared, confident, and excited.

Media screens, brushed metal trusses and illuminated graphic elements created a sleek, modern environment around the audience, while a live dj and drum team brought energy and excitement to the ball room.

Speakers were trained and coached to deliver engaging presentations. Didactic training sessions were enlivened with humor and multi-media techniques. Knowledge was tested and reinforced using interactive games and other fun learning activities to ensure that a high-energy atmosphere was maintained.

Designed and produced in collaboration with Jack Morton Worldwide and Hamagami/Carroll.