PRODUCT
Fresenius Medical Care provides dialysis products and services to people living with kidney disease. I led the art direction for a multi-channel campaign launching their newest dialysis machine, reframing the brand’s clinical narrative into one centered on empathy and human impact. Using watercolor ink blots in brand colors, I revealed patient portraits layered with subtle data visualizations—balancing emotional storytelling with clinical credibility. This scalable visual system extended across print, digital, motion, and a fully wrapped tour bus, creating a cohesive brand experience. The campaign positioned Fresenius as a leader in patient-centered innovation.