Life is rare

Context/ Atypical Hemolytic Uremic Syndrome (aHUS) is an ultra-rare disorder that forms clots in the smallest blood vessels and quietly damages the kidneys. Almost no one has heard of it before the day they're diagnosed with it. And almost everything written about it is written for specialists, which leaves patients and their families decoding clinical language at the worst possible moment. AstraZeneca needed a place where they could find clear answers, written for them.

Idea/ We built the site around the order in which people actually ask questions after a diagnosis: what is this, how is it found, can it be treated, what does my life look like now, who else is out there. Structure came first: sitemap and desktop/mobile wireframes were designed and validated before any visual decision, with the key visual from a partner agency applied only once the journey held up on its own. Copy was written alongside the layout with the team's medical writer.

Results/ The site launched as AstraZeneca Brazil's public home for aHUS, bringing together editorial content, a downloadable guide for patients and caregivers, an interactive quiz, a documentary and a videocast with separate capture flows for patients and healthcare professionals.