Johnson & Johnson embarked on developing an all new digital channel to highlight their expertise in medical devices and technology in the "next era" of MedTech. This channel needed to really shine for J&J as an undeniable industry leader in the space, generating hype for what's to come, while also being an enduring representation of the J&J brand. Alongside the channel launch, behind the scenes J&J was working on an all new visual design system, further complicating the ask and making it even more exciting.

In partnership, copy and visual assets needed to be developed to scaffold into the digital experience, working in lockstep to develop the story and experience that would support the various tech showcased on the site.

The CMS platform was also new to the J&J tech stack. The platform itself didn't present any specific limitations, though, the reusability of components and design system was essential —and needed to weave seamlessly with the tech to ensure the rapid growth of the new channel would be supported and the design flexibility would be inherent. 

About Johnson & Johnson MedTech 

Johnson & Johnson MedTech is the medical technology division of Johnson & Johnson, one of the largest and most diversified healthcare companies in the world.

My Role

• Creative Director

• Market, industry, and audience research

• Content mapping and strategy, wireframe direction

• Creative concepts & direction

• Design system, resusable component design

As Creative Director, I led my team, partners, and the client through a series of creative concepts, blocking and scaffolding together the main themes and ideas that would be the cornerstone of the experience. As specific components, visual themes, and reusable elements began to anchor the design direction, content followed in tandem.  

Design sprints defined the experiences and pages needed to tell the story and support the vision. A design system was created in Figma to ensure consistency and polish throughout. A critical part of the workflow, often overlooked, was being able to tackle the vision broadly without getting bogged down in the details too early—allowing the team to explore bold ideas while maintaining alignment on structure and purpose.

The design system was flexible and adaptable, able to tell multiple stories separately while feeling like a reflection of the whole. Beyond the landing page for "The Next Era" I also provided creative direction to my team in the design and development of "Surgical Robotics" and "Polyphonic™".

At the time of writing this case study, Johnson & Johnson has highlighted the all new MedTech channel by placing a tab for "Medical devices and technology" in the primary navigation from the main corporate site —a clear indication of the channel’s strategic importance. 

The established design system, visual language, and reusable components have enabled the organization to efficiently publish new content across MedTech and other business units, supporting ongoing updates in both content and styling

The MedTech channel has successfully positioned J&J as a bold, forward-thinking leader in the healthcare technology space—driving engagement and enthusiasm among healthcare providers (HCPs) and internal stakeholders alike.