Wet AMD Conceptual Work

Two concepts that were designed to convey the importance of fluid in patients with wet AMD, a degenerative vison disease. Intended as part of an unbranded campaign, the focus was on disease state and awareness. A palette of teals and browns was predetermined, which provided an interesting challenge when considering design.

The first concept showed an isometric cut-away beneath layers of rock, using geology as a metaphor for the fluid buildup that causes blindness in wet AMD.

The second concept took a more playful approach to the idea of leaking fluid. Originally conceptualized as a boat springing a leak, I felt that idea was too "big" for the scale of the condition. To solve for this, I instead rendered a smaller, toy boat springing a smaller, no less alarming leak, especially considering the size. This drove home the core idea that even small amount of fluid, in the right context, can be extremely problematic.