With a planned 2025 launch, Amgen needed a digital experience that could educate and connect with patients far in advance—creating urgency and understanding around the rare condition IgG4-RD. The ask was to develop an unbranded splash page that offered high-level disease state education and emotionally resonant patient stories through video.

In under three days, I transformed web wireframes into a fully realized top-down design system. I meticulously crafted every single UI element—type, spacing, color, interaction—and introduced an idea that became the soul of the site: custom collage-style artwork for each patient featured. These visual stories, made from branded design fragments, reinforced the campaign’s tone and manner: empathetic, helpful, empowered, and motivating.

This splash page didn’t just inform—it laid the foundation for the full site rollout. It established a design system that carried across every page, video integration, and storytelling moment. From the smallest button state to the overall page hierarchy, every detail was purposefully created to support clarity and emotional connection.

Early results (Feb–March 2025):

11,319 total site visits

88% mobile traffic

8.6% Tier 1 action rate

28 CRM sign-ups

This work not only met the brief—it shaped the brand’s entire digital approach to engaging this rare disease community.