Restoring Movement With Ease
Overdrive was commissioned to rebrand Cynapsus Therapeutics in 2010 including collateral and website. Overdrive was then engaged again in 2014 for a brand strategy exercise and rebuild of the older site. With the client’s signature pharmaceutical property for treating Parkinson’s Disease symptoms moving closer towards commercialization, the outcomes of the brand strategy exercise indicated a focus on three main interest groups - patients, professional practitioners and investors. This approach would be changed many times in the completion of the website which was launched in early 2016, but the overall design remained largely intact.
The goal was to create a website with multiple sections tracked to different site user demographics, each section containing easily digestible content written in a light/accessible tone. Deeper content is available in an archive of press releases and technical scientific documents hosted in a site database.
Visually, the centrepiece of the site are a series of fullscreen looping videos created with award winning cinematography Iris Ng. These are featured on the site’s landing page and are intended to illustrate the benefit of Cynapsus’ product to a typically older end user - that being the relief of freezing episodes and restoring physical movement for everyday activities.
Brand Strategy, Website, Full Motion Video
Overdrive Design Limited: Concept and Creative, Web Design, User interface, Web Development, Project Management, Video casting/art direction/production
Laila Zichmanis (Lumena – Brand Management): Brand Strategy
Iris Ng: Video Footage, Lighting, Camera Work, etc.
Visit the Cynapsus website: http://www.cynapsus.ca/
Note: The live Investors section on the current site is based on studies provided by Overdrive but is executed by a third party. Overdrive neither art directed or project managed that section of the site and therefore is not responsible for the outcome of the end product.