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Healthcare & Pharma  /  IPG Health

Uclira

UTIs have stolen your freedom. It's time to take it back. Buh-bye burn. So long, sting. UCLIRA lets you live your most meaningful moments free of UTI pain. Emerge victorious and reclaim your life.

Role  Art Director Scope  Campaign Design & Production Output  Print, Social, Rich Media, Environmental
Pharma Marketing Campaign Design Social Out-of-Home Photoshop · Illustrator
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UCLIRA campaign hero
Case study
Challenge

Make a clinical category
feel personal and human

UTI relief is a category most patients want to talk about as little as possible. UCLIRA needed a campaign that could speak directly to discomfort and urgency without feeling sterile or overly clinical, one that met people in real, everyday moments (a morning run, the gym, a bus stop) rather than in a doctor's office.

Approach

An empowering tone,
built across every touchpoint

I developed a visual and verbal identity around reclaiming everyday freedom: "Take Charge," "Emerge Victorious," paired with imagery of women confidently moving through ordinary moments. The campaign was built to flex across out-of-home, rich media, social, and gym/transit environments, while staying instantly recognizable as one cohesive system.

Design decisions
  • Tone
    Copy and imagery lean confident and energetic rather than clinical, positioning UCLIRA as a return to normal life, not just a medical product.
  • Everyday context
    Scenes were chosen for relatability: a marathon, a bus stop, a gym session, moments where discomfort would normally hold someone back, reframed as moments of freedom.
  • Format flexibility
    The system was designed to scale across static print, animated rich media, social-native formats, and a looping Facebook GIF, all sharing the same color, type, and photographic language.
  • Production
    Print-ready assets, rich media banners, social crops, and environmental (gym/transit) mockups were produced for stakeholder review and media trafficking.