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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.
Supervisor
Kevin He
Duration
Summer 2025
Size
various hehe d
The imagery behind the logo
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. These brands use darker and muted color schemes such as slate greys and navy blues. Fortiva’s bright and youthful color scheme breaks away from the older, more muted undertones that Oseoperosis medications turn to. The greens and pinks are both youthful and hopeful, qualities that OI patients sorely need.
OI patients also feel overlooked and ignored by their providers because of their former lack of FDA-approved treatment. Fortiva’s logo sets itself apart from off-brand OI medications by using the 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 logo proves that Fortiva is an OI treatment made specifically for OI. We also chose to set Fortiva’s logo in Marine Text Bold, a typeface whose tall cap height gives it a sense of growth and upward momentum to highlight the strengthening and growing of new bones.
OI patients also feel overlooked and ignored by their providers because of their former lack of FDA-approved treatment. Fortiva’s logo sets itself apart from off-brand OI medications by using the 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 logo proves that Fortiva is an OI treatment made specifically for OI. We also chose to set Fortiva’s logo in Marine Text Bold, a typeface whose tall cap height gives it a sense of growth and upward momentum to highlight the strengthening and growing of new bones.
“Made For You” — 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.
“Focus On” — Healthcare Provider Ad Campaign
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