Project Description:
Miebo is the first prescription eye drop developed to directly address evaporative dry eye by reducing tear evaporation. The challenge was to build a brand identity from scratch that would balance scientific credibility with an engaging lifestyle-driven aesthetic.

As lead on art direction and design, I created a cohesive visual system that positioned Miebo not just as a clinical treatment, but as part of a wellness ritual. The brand narrative centered on clarity, hydration, and self-care, using a fluid design language inspired by water and light.

My Contributions:

Brand Identity Development: Defined the visual foundation including logo, color palette, typography, and graphic system.

Campaign Design & Activations: Designed multiple billboards featured in Times Square, developed a brand activation experience, and produced a suite of digital and print assets.

Marketing Collateral: Designed brochures, shopping aisle signage, and patient-facing educational tools to ensure brand consistency across environments.

Digital Presence: Directed and designed the website experience and created social media campaigns to expand reach and engagement.

Content Creation: Produced campaign videos and motion assets to bring the brand story to life across channels.

Impact:
The result was a fully realized brand ecosystem — from large-scale billboards to intimate patient touchpoints — that reframed adherence as self-care and established Miebo as both scientifically innovative and emotionally resonant.