Work / Leafio
Leafio · Regulated health and pharmacy
A brand rebuilt to work under strict advertising rules.
5m 9saverage visit on the B2B lead generation microsite
A strong offer to more than 4,000 pharmacies, in a category where the advertising rules limit almost everything you can say or show.
A rebuilt brand and guidelines, three Figma design systems feeding Braze, an industry publication, B2B microsites, a testimonial campaign filmed in four pharmacies, and a live activation at the APP conference.
Publication print run up from 1,000 to 5,000. An average visit of 5 minutes 9 seconds on the lead generation microsite. More than 200 emails sent through the new system.
The brand and the studio, rebuilt
As creative lead I rebuilt the brand from the guidelines up, for Leafio and for Leafio Loyalty, and set the studio up to work from one system instead of one off files. In a regulated category the guidelines do a second job: they show the team what can be said and shown, so the work is right before it reaches compliance.
One system, every channel
Three design systems in Figma keep every team building from the same parts, so a promotion looks like Leafio wherever a pharmacist meets it. Emails are designed in Figma and exported straight into Braze, which is how more than 200 of them have gone out without being rebuilt by hand each time.
The same system produces the trade sell sheets account managers send to pharmacies, with wholesale price, RRP and margin laid out so the numbers do the selling, and the animated display banners that carry the brand's four promises: a wide range of trusted brands, next day delivery, easy online ordering and a dedicated account manager.
A publication for the industry
An industry publication that I designed and built out. The print run has grown from 1,000 copies to 5,000.
Microsites that hold attention
A B2B lead generation microsite for pharmacies, built to do one job. The average visit lasted 5 minutes 9 seconds, which is a long time for a business reader to stay anywhere.
A video testimonial campaign
Pharmacists trust other pharmacists, so the campaign let them do the talking. We filmed in four working pharmacies across Brisbane and the Gold Coast, with six real pharmacists telling their own stories, eight models, a video team and a make up artist.
I organised the whole shoot, from locations and casting to the schedule and logistics, and shot the photography alongside the film crew. The shoot produced twenty four months of content, and the testimonials now run on the microsites, in email and across social.
The testimonial film: real pharmacists, in their own pharmacies, on what partnering with Leafio has changed.
A live activation for APP
Each year the Australian Pharmacy Professional conference brings pharmacy owners from across the country to the Gold Coast. Rather than chase them online, we met them on the way in. We picked the places delegates pass between their hotels, the coffee queue and the convention floor, and put Leafio in front of them at each one.
A digital roadside screen on the Gold Coast Highway caught the drive in. A large format billboard carried a line built to be repeated: your wholesaler called, we're faster and free. Free coffee cards with a QR code turned a morning coffee into a first look at why the fastest growing pharmacies already order through Leafio.