Elanco

Metabolic disease in dairy cows is a serious business. Milk fever, grass staggers, ketosis -  these conditions can hit fast, compound each other, and cost farmers significantly in lost production and labour. The collateral needed to communicate that weight without becoming a dry clinical document. It had to educate, reassure, and sell.

The creative platform we built centred on a single idea: balance. The "Achieve Balance" campaign line gave the range a unifying thought that worked across every format and both audiences. We designed the Metabolic Solutions logo and a suite of custom iconography -- the colour-coded mineral icons (Ca, Mg, E) that became the visual shorthand for the range -- supported by a distinctive drop motif, illustration work, and strong NZ farm photography. The result was a design system that made complex science feel approachable without dumbing it down.

The hero piece was the OTC reseller brochure, a 16-page guide built to sit in a vet clinic or farm supply store and do the heavy lifting without a rep in the room. A separate vet-facing version of the same material was developed in parallel, calibrated for a clinical audience without losing the visual consistency of the range. Beyond the brochures, the suite extended to posters, point-of-sale, and social media tiles - all pulling from the same design system to keep the brand tight across every touchpoint.