When we set our project goals with Anchor Pharmacy, our primary objective was to ensure that the human element be at the absolute forefront of all the creative and messaging. These people are real. Their conditions—are very real. That had to be our focus. It's not about the pharmacy, it's about the people, and the community that Anchor Specialized Pharmacy serves.
Beyond that, our "human element" had to translate well across all mediums. From web, to print, to outdoor, and even video, the brand had to serve the simple core idea that "these are real people, with real conditions, and we do everything we can to help them cope—and survive."