This specialty pharmaceutical company applied a proprietary delivery vehicle to make an “old” but effective product, new again. The product helps heal plaque psoriasis when applied at the source. In working with the copywriter, we discovered that the product’s soothing effect has a cooling sensation that patients feel. With that knowledge, I combined two images together melting ice cubes and a close up of skin to visually show how the product helps ease psoriasis. Once the concept was approved, I designed and laid out the sales aid, patient brochure, self-mailer postcards, rebate forms, and product packaging.