Pharma Microsite Design
Pharma Microsite Design
Clinuvel Pharmaceuticals
Clinuvel Pharmaceuticals
Clinuvel
Pharmaceuticals
Not a website. An experience designed to grow with the campaign.
Not a website. An experience designed to grow with the campaign.
Not a website. An experience designed to grow with the campaign.
Not a website. An experience designed to grow with the campaign.
Book a discovery call
Book a discovery call
Let's have a 15 min call to discuss your project.
Let's have a 15 min call to discuss your project.
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Client
Client
Clinuvel are a global biopharmaceutical company with 25 years of melanocortin research behind them. They're now turning that science into a range of luxury PhotoCosmetic products.
I was brought in as a contract designer to shape the microsite for the upcoming launch.
The design had to do two jobs at once. Welcome an invite-only audience arriving with physical codes from curated events. Set the tone for a new product world still being shaped.
It also had to support an ongoing content strategy. Clinuvel are rolling out high-production video features with high-profile guests, designed to build anticipation in the months before release. The site had to host all of that, surface each new drop without clutter, and keep a returning audience coming back.
Clinuvel are a global biopharmaceutical company with 25 years of melanocortin research behind them. They're now turning that science into a range of luxury PhotoCosmetic products.
I was brought in as a contract designer to shape the microsite for the upcoming launch.
The design had to do two jobs at once. Welcome an invite-only audience arriving with physical codes from curated events. Set the tone for a new product world still being shaped.
It also had to support an ongoing content strategy. Clinuvel are rolling out high-production video features with high-profile guests, designed to build anticipation in the months before release. The site had to host all of that, surface each new drop without clutter, and keep a returning audience coming back.
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Challenge
Challenge
Pre-launch sites have a tricky problem.
You need to feel like something from day one, but there's barely any content to put on it.
Clinuvel were launching with maybe one video. More would come in the months leading up to release, but the site had to work on day one with almost nothing. And still work six months later with a lot more.
A traditional grid would look empty now and cluttered later. A single hero video would feel thin and give no one a reason to come back. Neither worked.
Then there's the other thing. The site isn't public.
Access is gated by physical codes handed out at curated events. Every visitor arrives having already been invited in. That changed the brief completely. It couldn't behave like a marketing page chasing a cold audience. It had to feel like a space you'd been let into. And the moment of entry had to feel worth the effort of getting there.
Pre-launch sites have a tricky problem.
You need to feel like something from day one, but there's barely any content to put on it.
Clinuvel were launching with maybe one video. More would come in the months leading up to release, but the site had to work on day one with almost nothing. And still work six months later with a lot more.
A traditional grid would look empty now and cluttered later. A single hero video would feel thin and give no one a reason to come back. Neither worked.
Then there's the other thing. The site isn't public.
Access is gated by physical codes handed out at curated events. Every visitor arrives having already been invited in. That changed the brief completely. It couldn't behave like a marketing page chasing a cold audience. It had to feel like a space you'd been let into. And the moment of entry had to feel worth the effort of getting there.
Pain points
Barely any launch content and no fixed release schedule
Gated access via physical codes from invite-only events
A layout that worked with one video or twenty
An entry experience that had to live up to the invite
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Results
Results
We stopped calling it a website. It's an experience. That reframe changed everything.
Physical codes unlock the door, and entry doubles as sign-up. Code, name, email, in. No popup, no floating form, no waitlist begging for attention. The thing most pre-launch sites obsess over is handled at the threshold and forgotten.
Past the gate, content lives across an open editorial space instead of stacked in a feed. Videos sit partially off-screen, nudging you to explore rather than scroll. A space you move through, not a page you read down.
At launch with one video, it feels curated. As more content arrives, new videos drop in without a redesign. Built to grow with the campaign.
The free-form canvas is fun until it isn't.
A short walkthrough shows first-time visitors how to navigate. Optional grid view lays everything out cleanly for anyone who'd rather skip the exploration. Same content, different mode.
Once you're in, you're in. The job shifts from converting you to keeping you. New content, new reasons to come back.
We stopped calling it a website. It's an experience. That reframe changed everything.
Physical codes unlock the door, and entry doubles as sign-up. Code, name, email, in. No popup, no floating form, no waitlist begging for attention. The thing most pre-launch sites obsess over is handled at the threshold and forgotten.
Past the gate, content lives across an open editorial space instead of stacked in a feed. Videos sit partially off-screen, nudging you to explore rather than scroll. A space you move through, not a page you read down.
At launch with one video, it feels curated. As more content arrives, new videos drop in without a redesign. Built to grow with the campaign.
The free-form canvas is fun until it isn't.
A short walkthrough shows first-time visitors how to navigate. Optional grid view lays everything out cleanly for anyone who'd rather skip the exploration. Same content, different mode.
Once you're in, you're in. The job shifts from converting you to keeping you. New content, new reasons to come back.
Quick Notes
An experience, not a website
Sign-up at the gate, not chased across the page
Canvas-style layout that works with one video or twenty
A walkthrough and grid view for users who want them
Built for return visits, not just first impressions
Turned a content gap and a gated audience into a free-form experience that handles sign-up at the door and rewards everyone past it.
Contact
I’d love to hear about your project
Chris is one of those rare designers who understands the technical side.
Dan Holt - MD Mary Agency
Chris brings both creativity and technical expertise to every project.
Liam Parker - Operations Director
Reliable and talented designer who delivers even under tight deadlines.
Dan Holt - MD Mary Agency
Chris is one of those rare designers who understands the technical side.
Dan Holt - MD Mary Agency
Chris brings both creativity and technical expertise to every project.
Liam Parker - Operations Director
Reliable and talented designer who delivers even under tight deadlines.
Dan Holt - MD Mary Agency
Book a discovery call
Let's have a 15 min call to discuss your project.
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