BRAND REFRESH AND WEBSITE UPGRADES

Sanofi is a huge, international healthcare enterprise. Their portfolio includes some of the world’s most popular over-the-counter pharmaceutical products. They came to us for a complete overhaul of their leading U.S. product websites. That included the brand promise, content strategy, tone and manner, and product presentation. Some brands had existing campaigns (Champion Your Skin, Kick Pain in the Aspercreme) and others were tabula rasa.

These are just a few examples.

Sites were developed by a huge international team that included producers, project managers, UX, art directors, designers, copywriters, coders, and testers.

My job as CD was to ensure continuity, elevate the messaging, and deliver experiences focused on the customer. Often I was the content strategist, lead writer, and copy editor. A key task was working with the VP of marketing and the numerous clients representing the different brands.

The only ones with more influence over the content were the lawyers 😬

Long form essays about the products, symptoms, and finding relief were a remarkable challenge. Sometimes we got complete and detailed briefs with background and references. Other times we were asked to research the topic, provide outlines, then write copy.

Learned a lot about dry skin and indigestion.