Polysporin + Band-Aid
Creative Direction, strategy, writing, storyboarding, digital design
Strategic approach and creation of co-branded Amazon storefront for the wound-care duo.
Strategy led design after seeing the opportunity to educate regimen as well as brand the Amazon store for the wound care format.
THE ASK
The brief on this project was to develop a store front homepage for "Band-Aid and Polysporin" for Amazon. Links were provided to Amazon's tile size chart for imager reference, and the ask was a simple "Make it look good" with a caveat of a four day turn-around time for design production as this needed to get into a heavy legal and regulatory review process.
When someone thinks of site design, they usually go straight to layout. I work differently and approach things from a strategic point of view first.
Noticing the brand teams always spoke in "Band-Aid and Polysporin" terms, more than likely due to the scale of one brand or another, but in the physical act of product use, the cream or ointment is put on before the bandage.
THE INSIGHT
Beginning with a large title treatment, the intent was to speak about regimen in every visual way we could. Heals + Protects was not only the effect of the product use, but also a call to using these brands in tandem, a shampoo & conditioner style play.
Utilizing the plus sign coupled with the Band-Aid red instantly borrows the universal notion of medical attention, providing additional context to the powerful nature of these products. Finally, by placing this in a large uncluttered whitespace, a clinical theme is apparent without treading on the actual ownership of the famous medic symbol.
THE STRATEGY
The imagery utilized throughout the storefront homepage was lifestyle based however always featured an activity that could result in injury, requiring the assistance of Polysporin and Band-Aid.
In treating the visual design of the images, I always included a portion of the photography outside of the rest of the image background. While innocent and innocuous activities were showcased, the breakout of the moment spoke to the concept of an accident occurring in a split second.
Each shot was then featured in combination with products, again organized display wise for regimen of use and showcasing a variety of Polysporin and Band-Aid product lines.
Amazon's technology within their image grids allowed the ability to give the display products hot spots, which the user could interact with for instant purchase.
Content on the homepage is augmented by strong brand statements.
Working with the brand team and legal/reg to find out what could be said in a straight-forward manner that the average consumer could understand.
These statements have become a truly own-able property for either of the brand teams, and ties in completely with the regimen strategy.
An easy to understand chart for the regimen aspect was created, as well as developing iconography for the brand teams future use.
The full experience becomes the sum of its parts