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problem statement

Crinetics—a clinical stage pharmaceutical startup focusing on endocrine diseases—needed to differentiate itself in a competitive biotech market, raise investment capital, establish vertical partnerships, recruit quality candidates and educate the public about upcoming trials and milestones.   

Time frame: 10 weeks

My roles: Creative Direction, UI, UX, Illustration

Partners: Little Dog Communications (content & strategy), EPIC (photography), Reliable (code)




Successful launch of clinical-stage website (Active: 2016-2018)


100% growth in site traffic (2018 vs 2015)

$40M Series A (2016)

$63.5M Series B (2018)

$117M IPO (2018)

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We wanted to demonstrate Crinetics' deep scientific understanding and commitment to perfecting the science first and foremost.

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1) Discovery phase

During initial interviews with Crinetics' scientific and business teams, we identified two key communication challenges given the website's two core audiences:

A) Investors - How Might We build credibility with investors by demonstrating the company's unique value proposition in a crowded biotech space? 

B) Scientists & Scientific Audiences - How Might We dig into the complexity of the technology in an age of flashy headlines and seconds-long sound bites?

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At our core, Crinetics is committed to a deep scientific understanding and to perfecting the science first and foremost.

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- crinetics scientist

2) information architechure & UX

After completing a competitive analysis of similarly-staged pharma and biotech companies, I mapped out a straightforward seven page framework including specific pages explaining the science and its therapeutic applications. 


A low fidelity mockup exploring the homepage 'Z' pattern.

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3) visual storytelling & UI

For the visual design and ui, I wanted to illustrate the technology's strong scientific foundation by evoking visuals of what we think of as traditional scientific illustration. I looked to the drawings of 1800's naturalists like Darwin and Humboldt for inspiration. Our goal with this style of visual storytelling was to speak to the academically-rooted and strong scientific foundation of the technology. 

Visual Concept

I looked to the drawings of 1800's naturalists to inspire illustrated design elements.

I used a combination of hand, digital and photo illustration techniques, plus a few stylized stock graphics to preserve the budget where possible.

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color palette

I kept the color palette minimal with traditional neutrals and a modern green accent.

4) conclusion & reflections

In 10 weeks, we shipped a clinical stage website that led the company through to its IPO two years later, was used to secure Series A ($40M) and Series B ($62.5M) rounds of funding, aided in recruiting top talent and delivered company press and media releases to scientific and public audiences.  

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