Two young women hugging and smiling beside the words Get hands on with hand eczema

LEO Pharma and Allergy UK – Get Hands On with Hand Eczema

A patient campaign identity for chronic hand eczema

Bold colour, hand-lettering and confident imagery, built to get people talking and take the conversation to a doctor.

The brief

LEO Pharma, in partnership with Allergy UK, wanted more people with chronic hand eczema to get better outcomes. Too many live with the condition without a clear diagnosis, or without a way to show a doctor how much it affects them.

The campaign would send people to a simple website and a short symptom questionnaire, with results they could take to their doctor. Working with Anthem, Blonde was asked to create the campaign’s creative platform and then bring it to life.

It had to feel distinct from the LEO brand, work for all skin types and ethnicities, speak mainly to women aged 25 to 50 while still appealing to men, and never mention treatments.

The idea

Three routes

We presented three creative routes, each with an idea, a tagline, a palette, imagery and typography. Together against hand eczema was about community. Chronic hand eczema: you’re not alone was about relief. Express your hand eczema was about confidence, with hand-lettered statements that turn “poor you” into “powerful you”.

Creative mood board: hand-lettered statements over photography.

Finding the line

We then worked on taglines built around hands, grip, hold and touch. A shortlist of five went to LEO and Allergy UK. The line they chose was Get hands on with hand eczema: empowering, a little cheeky, and a direct nudge to quantify the impact of the condition and take it to a doctor.

The work

A logo that is also a gesture

The tagline became the logo. We set it in rough, hand-drawn brush lettering and shaped it into a hand inside a coral roundel, so the campaign can stand on its own wherever it appears.

The campaign logo: the tagline set in hand-drawn lettering inside a coral circle.

Faces first, hands in view

The imagery shows people of different ages, ethnicities and skin tones, confident and smiling, with their hands in the frame rather than hidden. The brush-lettered tagline sits over bold colour, in coral, blue and dusty pink.

One look, every format

From the design brief we produced the main campaign visual for the website, two logo versions, two static social posts, an animated GIF, and an A4 results document for the symptom questionnaire. The whole set was designed to a tight schedule for launch.

The results

The campaign identity was delivered for the launch of LEO Pharma and Allergy UK’s patient campaign, giving the patient campaign one recognisable look across its website, social channels and symptom results document.