Lifespan is the parent company of OneTouch, a product-based brand that supports diabetes patients in monitoring their blood sugar levels, helping them stay ahead and achieve their health goals.
Challenge
Lifespan’s social media previously focused only on device images and product features, which wasn’t resonating with their audience or driving engagement. The client came to us looking for a more effective way to connect with their community.
Approach
As Art Director, I worked closely with stakeholders to shift the focus from just the device to the lifestyle it enables. We identified that the real intent was to encourage healthy living for diabetes patients, making their device part of a more positive, empowering narrative.
Additionally, we introduced brighter colors, animations, and videos to modernise the brand’s social presence while keeping it relatable for its 40+ audience.
Onetouch Previous Design approach
Process
We began by identifying the gap: Lifescan’s social media leaned too heavily on product shots, missing the chance to connect with their 40+ audience.
Working closely with my team, I developed a moodboard that aligned with stakeholder messaging and set the tone as spirited, dynamic, and intuitive. This informed a flexible Canva template library for both static and video content, making it easy to maintain consistency while scaling output.
From there, we produced lifestyle-driven visuals - family time, travel, exercise, social gatherings, that positioned the device as an enabler of a healthier, fuller life. This shift brought the brand closer to its audience and set the foundation for measurable growth in engagement.
DESIGN TEMPLATES
The client appreciated our approach, and we then created design templates with placeholder content to provide clearer direction for both static and video assets.
MOTION GRAPHIC DESIGNS
Impact
This strategic shift transformed their social media ads, leading to a 120% increase in engagement. The refreshed visual approach not only elevated the brand’s identity but also built stronger, more human connections with their community.
However, they are yet to implement the same on their Instagram and Facebook pages.
