Role
Art direction · Experience design (UX/UI)
Client
Financial Times × Cytiva
Project type
Branded content hub · Data visualisation · Editorial video
Year
2021
Context
Global Biopharma is a Financial Times branded content hub developed with Cytiva in response
to renewed global attention on public health and life sciences. The series examines the role of
pharma and biopharma in addressing complex health challenges, translating scientific innovation
into accessible, human-centred editorial narratives.
Challenge
Communicate highly technical subject matter with clarity and authority, while preserving the
editorial credibility of the Financial Times and the scientific integrity of Cytiva. The experience
needed to inform rather than promote, engaging readers without oversimplifying data or research.
Approach
Established a restrained editorial and visual system prioritising hierarchy, legibility, and
narrative flow. Data visualisation and motion were treated as explanatory tools, designed to
support comprehension and trust rather than spectacle.
Deliverables
A modular, responsive content hub combining long-form editorial layouts, interactive data
visualisations, and embedded video storytelling. Custom infographics and interaction patterns
guided readers through complex datasets, delivering a coherent experience across desktop and
mobile while maintaining editorial rigour and visual clarity.
