PRIVATE VIEW—DECEMBER 2013

Symple

Symple

A symptom-tracker app, Symple has a pared-down interface that belies its sophisticated features. With a crisp design aesthetic and streamlined UX, it encourages you to enjoy the not-so-glamorous task of daily data entry to track your maladies.
Clinica de la Columna

Clinica de la Columna

In this ad for a clinic in Argentina, it’s not just the bold color and simple silhouette of the spine that makes it stand out—it’s the idea. When you notice the office chair lodged into the crooked vertebrae, you instantly relate; who hasn’t experienced that pain themselves?
Dermodex on Facebook

Dermodex on Facebook

I have a soft spot for excellent typography. But there’s more to this ad than “designy” fonts. The visual puzzle invites you to decode the words, and reveals an insight. The tagline brings it home, suggesting that we may not understand our children’s health as well as we think we do.
Genentech NMDA

Genentech NMDA

If there’s ever an opportunity to tell a really complicated story, it’s introducing a new MOA. This ad takes the opposite approach. The brain/extension cord analogy is clever and memorable, with a simple visual metaphor for “unable to connect.” Job done.
FOXIGA

FOXIGA

Ads like this are a reminder of the power of an iconic visual to define a brand. Considering the MOA here, the spigot has a slightly tongue-in-cheek quality that makes it memorable. From the snappy headline to the use of negative space and the svelte selection of data, simplicity carries the day.

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