Lilly Direct is Eli Lilly’s direct to patient platform, designed to make treatment more accessible by connecting patients directly with care and medication. As the platform grew, the brand faced an opportunity to clarify its role within a crowded healthcare landscape. The work explored how Lilly Direct could move beyond a purely functional utility and present itself as a supportive, human partner in the care journey, one that feels clear, warm, and trustworthy.
The exploration began with category research, competitive audits, and semiotic analysis to understand how healthcare brands communicate credibility, empathy, and access. This groundwork informed a narrative and visual direction centered on simplifying a complex system into a more direct and supportive experience. The identity proposal treated the logo as a metaphor for the care journey, shaping a flexible design system that could adapt across touchpoints while maintaining clarity and emotional resonance. Rather than a single visual outcome, the work resulted in a scalable framework designed to support future growth and evolving patient needs.