CEDu – Leben mit CED
Company
Abbvie Care
Timeline
2026
Role
Logo Design & Realisation
Status
Ongoing
Project Overview
Living with Chronic Inflammatory Bowel Disease (IBD, German: CED) comes with sensitive daily challenges and a deep need for empathy. AbbVie Care needed a way to increase engagement on their social channel while speaking directly to specific user groups without alienating the wider community. Together with my colleague, I handle the realization of the account. We shape raw topics into unique viewpoints before the copy is written, design every post, and craft custom illustrations. The account’s primary goal is encouraging followers to have open, informed conversations with their doctors.
Challenge
My creative milestone in this project was designing the new logo from scratch. The core challenge was abstracting the concept of the intestine into a recognizable but not graphic or off-putting logo. It also had to fit perfectly into circular social profile frames while staying versatile enough for future website and print applications.
My learning
Working on CEDu taught me how much even little visual simplifications matter. Subtle tweaks in line work and color can instantly soften a subject, making complex or taboo medical topics feel welcoming rather than off-putting. I also gained hands-on experience managing large, complex editorial plans behind the scenes. Most importantly, this project proved that big rebrands succeed when they happen slowly and transparently.