InsideMF was a multi-year unbranded disease state education campaign supporting CTI Biopharma’s treatment for myelofibrosis, spanning from pre-launch through launch. The initiative aimed to raise awareness, improve understanding of the disease’s true clinical impact, and correct common miscommunications that often delay diagnosis and treatment among healthcare professionals. As the lead designer and production designer, I was responsible for the full visual identity and execution of the campaign—designing everything from brand systems and web experiences to editorial layouts, video graphics, and on-set environments. Hosted on InsideMF.com, the campaign featured a rich mix of strategic, story-driven content including KOL interviews, HCP insights, and patient narratives—all designed to blend creative storytelling with regulatory compliance in a way that felt authentic, informative, and memorable. Following the commercial success of the treatment, CTI Biopharma was acquired by Sobi (Swedish Orphan Biovitrum AB) in a $1.7B deal—underscoring the broader impact of the launch efforts InsideMF helped drive.