I led the creative direction across CSL’s digital ecosystem, including CSL Behring and CSL Plasma, shaping a cohesive online presence for one of the world’s leading biopharma companies. The goal was to modernize the experience, unify the brand across multiple platforms, and integrate rare disease patient stories in a way that felt authentic and human. By elevating these voices within a clear, accessible, and intuitive design, the sites strengthened CSL’s connection with patients, partners, and the public.
CSL needed a digital presence that could serve a diverse audience — from patients and caregivers to healthcare professionals and corporate stakeholders — while reflecting the company’s global reach and expertise. The challenge was to create a unified system that could scale across brands, ensure brand consistency, and incorporate storytelling that gave visibility to those living with rare conditions.
Working closely with CSL’s leadership, strategists, and development teams, I directed the creative vision from concept through launch. This included defining the UX framework, establishing a scalable design system, and crafting a visual and content approach that balanced corporate clarity with emotional resonance. Patient stories were integrated as a central narrative device, ensuring they were easy to find, engaging to explore, and presented in a way that honored their lived experiences.
Outcomes
The redesigned digital ecosystem provided CSL with a consistent, scalable platform that could evolve with the company’s needs. By weaving patient stories into the corporate narrative, the sites not only improved brand perception but also created a deeper sense of connection and trust with audiences worldwide. The work has since served as a foundation for ongoing digital initiatives across the organization.
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