10 Ways to Build Confidence in the Mohs Lab
Mohs labs provide specialized procedures for diagnosing and treating skin cancer. Avantik provides Mohs laboratories with a comprehensive portfolio of equipment, service, education, and laboratory consumables—a rare trait in the industry.
The '10 Ways to Build Confidence in the Mohs Lab' campaign unified those capabilities into a single, cohesive story, positioning Avantik as a trusted partner supporting labs at every stage of their Mohs workflow.
Role: Creative Designer
Campaign Deliverables: Art Direction, Trade Show Booth Design, Motion Graphics/Video, Social Media, Print Collateral, Illustration
01
Challenge
Avantik's broad support for Mohs laboratories is a differentiator, but it's difficult to communicate that breadth without feeling like a product catalog or self-promotional.
The '10 Ways to Build Confidence in the Mohs Lab' campaign needed to translate this breadth of coverage into a clear, concise visual story that turned a complex offering into a customer-centered journey.
02
Concept
That challenge inspired a board game-style visual system. Many board games translate complex sets of rules and goals into a simple, approachable path that stretches from start to finish, step-by-step.
The board game-style path became an organizing structure of the campaign. Each space represented a 'step' to confidence that was backed by Avantik's capabilities across many facets of the business. This kept Avantik's complex portfolio of support a literal path ahead for customers to digest.
03
Creative System
To bring the concept to life, I created a simple s-curved path using Avantik's brand colors. Each of the 10 steps represented an opportunity to build confidence in the Mohs lab, backed by a specific Avantik capability.
The result was a flexible visual system that could scale across the campaign's many touchpoints.
04
Campaign in Action
I then brought the visual system came to life across trade show, social, video, print, and digital applications. Each execution adapted the path to fit its format while maintaining a consistent campaign identity and reinforcing the 10 steps to confidence.
