The protecting mascots, known as XALADUO, were designed to rekindle the message of confidence, safety, and tolerability for Pfizer’s Xalatan and Xalacom, within the IOP-lowering marketplace. Ophthalmologists consider Xalatan the gold standard but often move to much stronger, less tolerable therapies when Xalatan isn’t lowering pressure to adequate levels. In this situation, Xalacom would continue with the additional efficacy, along with proven tolerability and safety. The XALADUO creates this combined identity, which is Xalabrands.
Aside from directly designing the concepts and illustrations, my core responsibilities as the hands-on creative director were to drive the creative development within the assigned art/copy teams and align the final concepts to the intended strategy.
This was our ideation/presentation to client where the X-Protector concept was approved and further developed.