ROCHE DIAGNOSTICS—NEUROLOGY
A collaborative effort to align audiences and support thought leadership through storytelling.
MY ROLE
STRATEGY, CREATIVE DIRECTION, COPYWRITING/MANIFESTO
FROM
Despite meaningful advances, Roche Diagnostic’s contributions to neurology remained largely unrecognized by key audiences—eclipsed by its broader portfolio and outshined by smaller, niche competitors. Internally, the neurology messaging was fragmented, with global teams lacking a unified purpose or voice.
TO
A unifying story built from the inside out. It began with an internal anthem video that brought Roche’s neurology mission to life—igniting pride, aligning teams, and setting the stage for the future. This momentum led to the launch of the NeuroToolkit: a first-of-its-kind collaboration connecting pharma, research, and academia. Through science-driven storytelling and interactive tools, the complex became clear, and the fragmented became focused. What emerged was a shared belief—a global vision that finally gave voice to Roche Diagnostics’ commitment to neurological innovation.
