Swing Therapeutics develops digital therapies that help people with chronic illnesses live their best lives.

At Swing, an early-stage startup based in San Francisco, my role within the product team was instrumental in shaping the evolution of our brands and enhancing user experiences across channels, touchpoints, and formats. I collaborated with a cross-functional team that included stakeholders, product, marketing, engineering, and clinical experts. I partnered with the Marketing Director to build Swing’s physical presence establishing its expertise in the treatment of fibromyalgia.

My role
I was responsible for creating the conference booth and all the marketing materials that were part of it. This included the design of a podium, banners, rack cards, business cards, and a white paper booklet.

Skills
Branding, Visual Design, Design Thinking, Presentation, Communication, Problem-Solving, Project Management, Print Production

Tools
Google Workspace, Pen & Paper, FigJam, Adobe (Illustrator, Indesign, Photoshop, Acrobat), Pantone Color Guide, Asana, Slack, & Zoom

Team
Senior Product Designer, Maggie Avila; Senior Product Manager, Abbha Morey; Head of Product, Nelson Mitchell; Marketing Director, Nicole Villeneuve

Setting
As a newcomer in the field, one of Swing's goals was to establish the company as an expert in the treatment of fibromyalgia. An important aspect of the strategy was participation in medical conferences to promote Swing’s digital therapeutic app, Stanza, share evidence from clinical studies, and introduce Swing Care, their brand new and specialized virtual clinic for fibromyalgia.

Challenge
My responsibility was to convey Swing's brand essence across diverse materials while establishing a strong in-person presence. This involved working with three different brands, each with its distinct look and feel and the absence of a brand style guide for Swing and Stanza, along with tight budget constraints, a strict deadline, and concurrent projects.

Approach
We've opted for a minimalist approach, both in our choice of items and booth design. This decision allowed us to effectively test our setup, identify areas for improvement, and refined it over time. By utilizing minimal resources, we not only streamlined our process but also ensured adaptability for any potential pivots down the road.

Being able to attend medical conferences helped Swing Therapeutics build brand recognition and trust among healthcare providers while differentiating itself from other players in the market by highlighting its evidence.

Going over the brief
Before diving into the project, I went over the brief, asking questions and uncovering its nuances. I gained a good understanding of the project, setting a solid foundation for my next steps.

Doing desktop research
Research was the first step in designing Swing’s booth. I dove into understanding the audience, studying competitor booths, looking for vendors, and getting and comparing quotes.

Visualizing the booth
Using wireframes, I explored various layouts and element placements, ensuring the visibility of important information from both near and far distances.

Exploring solutions
Working with multiple brands posed an interesting challenge, as each had its unique identity. To integrate them, I strategically used color and composition resulting in a cohesive visual narrative for the booth.

Exploring solutions
Leveraging Swing’s visual identity, I first explored different designs and layouts and then narrowed them down to fewer options.

Researching vendors
After researching a few vendors for pricing, paper choices, and special treatments, I ultimately decided to move forward with Moo for the paper quality and pricing.

Going over the brief
Before diving into the project, I reviewed the brief, asked questions, and discussed details. Understanding the project goals, audience, and constraints set a solid foundation for my next steps.

Sketches & wireframes
I started by dividing the content into sections and sketching the booklet in my notebook. I then transitioned to FigJam to create wireframes and shared them with the Marketing Director allowing for early input and collaboration and ensuring alignment throughout the process.

Low-fidelity designs
After implementing feedback from the previous round, I moved from wireframes to low-fidelity. I presented the design to the Marketing Director and discussed what was working and not working and why. I then addressed the feedback and continued to refine the design.

Hi-fidelity designs
After a few rounds of presenting and iterating on the low-fidelity designs, I reached a good point to move on to higher fidelity and transition to InDesign.