Branding Clinical Trials in Rare Disease

Benchworks was challenged to develop trial names and a visual branding system for a clinical trial program for X-linked retinitis pigmentosa (XLRP is a rare genetic eye disease that damages cells in the retina). Because XLRP affects sight, they presented a variety of names using words that evoke vision for the XLRP study hierarchy. SCENIC is the name of the overall trial program. SKYLINE and VISTA were names chosen for the Phase 1/2 and 2/3 trials.

Benchworks informed their visual branding by talking to advocacy groups to understand how XLRP patients see color, images, and typography. The design approach for both audiences was bold—both in color palette and typography—using black and white high-contrast images for patients, and colored images for HCPs. Patient-facing images are from a patient’s perspective. For HCPs, images show a patient viewing a scene, which also helps to quickly differentiate HCP and patient materials.


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