fortiva

Kevin He
Summer 2025

Fortiva will be the first FDA-approved treatment for Osteoperosis Imperfecta (OI). OI, commonly known as Brittle Bone Disease, is a rare genetic tissue disorder that weakens bone structure. OI is caused by collagen defects that give patients fragile bones, frequent fractures, and deformities. OI patients’ bones are riddled with holes because their osteoblasts do not function properly, which is why they are plagued with so many fractures. Many bone breakages come from seemingly no acute stress or event.

At present, OI patients must make do with reactive instead of proactive care using combinations of osteoporosis medication, intramedullary rodding, and PT. Fortiva is going to change that as the first proactive, FDA-approved medication that fights OI.

Fortiva needed a logo and brand identity that highlighted it as a cutting-edge breakthrough in OI treatment, as well as ad campaign concepts.

The Problem
Fortiva places itself in a market where young patients are being advertised the same osteoporosis medication that targets older populations. Because of this, OI patients of any age are fed image after image of elderly patients with a different disease to their own. OI patients also feel overlooked and ignored by their providers.

The Solution
Fortiva’s bright and youthful color scheme breaks away from the older, more muted undertones that Oseoperosis medications turn to. Fortiva’s logo sets itself apart from off-brand OI medications by using imagery of bones with holes as a clear inspiration for its logo mark. It indicates to patients that Fortiva is made specifically for OI patients, the first drug of its kind.

Focus On Patient Ad Campaign

The patient campaign for Fortiva focuses on Teens and Tweens as its core audience. We pulled from sports marketing imagery to give the patient campaign a youthful and cool feel while also representing the new athletic activities that OI patients on Fortiva could potentially participate in. We decided to use the circular imagery from the logo as inspiration for creating a modular typeface based on a circular grid. This typeface would eventually be set in the negative to represent the holes within OI patients’ bones, as well as a nod to the angst and distress that the disease causes.

Made For You Ad Campaign

The “Focus On” campaign would target pediatrics and gear towards the younger population of OI patients. We latched onto the imagery of the messiness and playfulness of children's crafts. We took a mixed-media approach to link children's crafts to the difficulty that healthcare providers face in crafting a treatment plan for OI patients. The playful and crafty nature of the ad campaign stands out against the usually sleek and clinical look that healthcare campaigns typically prioritize while still taking the prospect of OI seriously and respectfully.

Next Work