LGS and Dravet syndrome are two incredibly rare forms of epilepsy, so our target wasn’t just Healthcare Professionals, it was far more specific than that. In fact, it wasn’t just for neurologists, either. To make the most impact, we focused on an extremely specialized type of neurologist, called an epileptologist. Every detail of each type treatment was co-designed by medical experts for medical experts. We paired art directors, typography designers, and UX designers, and copywriters with physicians to create the design system for the entire diagnosing type experience. It contrasts emptiness and animation, with intentionally designed, elegant typography. The serifs were specifically selected to feel like an old med-school textbook and every spread has a printed neural network pattern that, when triggered, brings the augmented story to life. We've reached more than 100 physicians through reps in 25 offices around New York and over 3.000 through our virtual booth experience, with the potential of early diagnosing thousands of patients.