MedLife – How Are You Really Feeling Today?

Integrated Awareness Campaign

Role: Senior Art Director

Client: MedLife

Agency: Pattern

Overview:

In Romania, people often answer "How are you?" out of habit — with little thought to how they actually feel. MedLife wanted to shift this cultural reflex by encouraging deeper self-awareness and putting emotional health on equal footing with physical well-being.

Enter the campaign "How Are You Really Feeling Today?" — a visual and verbal play on the familiar question, reframed to prompt genuine introspection. By inserting universal digital symbols (emojis) into the sentence structure, we visualized the unspoken layers of emotion in a bold, accessible way.

My Contribution:

As Senior Art Director, I shaped the visual direction and ensured a consistent, emotionally resonant design across all campaign assets. My responsibilities included:

Key Visual Design: Developed a series of high-contrast, halftone portraits overlaid with bold typography and emoji-style icons to express mood and individuality.

Outdoor & Environmental Branding: Adapted visuals for bus stops, clinic interiors, and public spaces — transforming everyday environments into moments of reflection.

Digital Platform Assets: Designed clean, approachable UI components for the campaign's website and self-assessment tool.

Social Media Content: Created engaging, shareable visuals that invited people to answer the campaign question with honesty and heart.

Impact:

The campaign helped reframe health not just as a clinical matter, but as a holistic, human experience. By asking a deeper question in a familiar way, MedLife positioned itself as a brand that cares about the whole you — not just the symptoms.