We personified AD as an intrusive, unwanted presence, placing it into relatable everyday scenarios to highlight its persistent and disruptive nature and prompt patients to rethink their condition.

I was responsible for the typography design across this global campaign, creating a style that reflected AD’s erratic and irritating personality. The letterforms were intentionally manipulated through shifting baselines, uneven sizing, and irregular rhythm to mirror the burden and constant annoyance of living with AD. Each execution was tailored to its context, using type to reinforce the character and amplify the sense of discomfort.