PharmIQ
One product, four audiences, one coherent system.
And so the challenge was making it feel like one thing while not losing credibility.
The structure was the real problem.
Four distinct audiences: patients, clinicians, payers, investors - each with different levels of trust, different questions, different thresholds for credibility. A single visual language had to work across all of them without flattening any of them.
Information architecture came first.
Pages were defined by what each audience needed to find and feel. The partner section was split into separate pages for clinicians and payers, which is a small structural decision with significant implications for how each group experienced the product.
