Summary
Retained by the Helmsley Trust to architect the digital infrastructure and brand narrative for T1D Exchange and the launch of the MyGlu patient social platform. The objective was to transform complex clinical requirements and patient needs into a high-performing digital community, providing the full UX, creative direction and launch strategy for a disruptive healthcare startup.
The Sharp End
Navigating Complexity: Orchestrated the digital experience within a six-person team, balancing the rigid privacy and ethical requirements of healthcare data with the need for an engaging, human-centred user journey. This required shaping a credible voice that bridged the gap between medical research and the daily reality of those living with Type 1 Diabetes.
Full-Spectrum Delivery: Delivered the end-to-end creative and technical roadmap—from initial narrative development and UX design to the final experiential launch strategy—ensuring the brand’s integrity was maintained across every touchpoint.
The Impact
Platform Velocity: Successfully launched a patient-first social infrastructure that established immediate credibility with the Helmsley Trust and the wider medical community.
Strategic Resonance: Created a scalable model for healthcare-led digital engagement, proving that high-stakes patient communications can be both technically rigorous and empathetically resonant.
Sustainable Growth: The narrative framework provided the foundation for long-term community growth, ensuring the platform survived the transition from a speculative startup to an established patient resource.
