Illustration Craft

Oncology case studies are often data led, which can leave the patient experience underrepresented. This project aimed to change that, reimagining the traditional case study by placing patients at its heart.

Partnering with an internationally recognised oncologist, we brought the journeys of two patients, Patrick and Phillipa, vividly to life. Their stories were illustrated through bespoke hand-drawn artwork by Rogerio of Studio Puhl, meticulously crafted over two months.

Through symbolic motifs, hand-rendered typography and Rogerio’s expressive style, the illustrations transformed clinical narratives into powerful human stories, revealing how art and medicine can come together to express hope and resilience.

Judges Comments

The judges loved how medicine, art and illustration came together in this outstanding piece; it was truly impactful and beautifully crafted. Case journey flows are often developed well, but to tell a deeply personal patient’s story in pictures in this way truly brings you into their world. The line drawing created a visual interest that was emotional and fresh, with the stunning artistry bringing to life a concept grounded in insight and lived experience.

The judges loved the fact that this was essentially a patient profile tool, but with a craft to it that felt unique – delightfully demonstrating that we don’t always need to use standard stock imagery and headshots for these materials. They felt that the care and attention given to each component of the scene portrayed the highs and lows of treatment in a way that honoured and respected the patients and their deep resilience. The artist succeeded in transforming darkness into light, to tell a story of humanity and hope.

Katie Bright, Precision AQ

This campaign revealed the behind-the-scenes experience of an early COPD patient through a private WhatsApp-style family chat hosted on a microsite. Working with graphic novelists skilled at finding emotion in ordinary moments, it introduced a family with distinct personalities, expressed through how they looked and communicated via selfies, videos and emojis.

Illustration brought emotional moments into focus, visualising the true impact of COPD and giving HCPs access to its lived reality beyond the clinic.

For the 50 children in the UK on treatment for the rare disease neurofibromatosis 1, education was a major barrier to adherence. Written materials were failing to connect with these young patients, many of whom have learning difficulties. We realised what they truly needed wasn’t more information, but a friend.

So, we created FYBO, a set of 50 unique toy companions – one for each child. Through augmented reality, FYBO transformed from a toy into a personal guide, turning scary medical information into an interactive adventure and empowering children to take control of their health.

Illustration is the driving force behind Drawing Strength, turning emotional and physical experiences into a bold, expressive visual language. We invited five female illustrators to depict what it truly feels like to live with iron deficiency, each bringing her own style shaped by patient experience.

From delicate line work to confident graphic forms, the illustrations capture fragility, resilience and determination without falling into cliché. Vibrant colour reflects individuality and hope, while pared-back surroundings echo isolation. Typography was carefully considered to support, not overshadow, the artwork. Here, craft and idea are inseparable, delivered with care and originality.

The “watch and wait” approach for NF1-related plexiform neurofibromas (PNs) causes pain and hidden risks. Early intervention is crucial, yet healthcare professionals often hesitate to refer. Our campaign uses bold dramatisation to highlight this urgency.

Through CGI illustrations of infant cultural icons like baby werewolf, Godzilla, and a clown, we visually represent the diverse impacts of PNs – from outright danger to anxiety. This compelling narrative aims to make HCPs understand that early treatment prevents harm, ensuring better outcomes for young patients.

We stop them, make them understand, and drive crucial referrals.