PHARMASAVE - AD CREATIVE
With the opening of Pharmasave’s new Sunridge location in Lethbridge, AB, the opportunity extended beyond simply announcing a new pharmacy, it was a chance to reposition how a trusted national brand could show up in a modern, digital-first context. The objective was to increase awareness of key service areas, including preventative health screenings, underutilized supplement and fitness offerings, and sexual health and medication services that often carry unnecessary stigma. While Pharmasave carried strong community recognition, one of the primary challenges was operating without digital-friendly corporate branding guidelines, requiring the development of a cohesive, contemporary visual system that respected national brand equity while performing effectively across social and web placements. The result was a flexible, accessible advertising approach that helped establish the Sunridge location as a proactive, patient-first healthcare partner rather than simply a place to fill prescriptions.
The challenge was clear: create healthcare advertising that could break through taboos and stigma while maintaining trust, credibility, and regulatory sensitivity in a category where clarity and empathy are just as important as performance.
Once the audience was defined, I translated the strategy into platform-specific creative, including Instagram feed ads, Facebook placements, and sidebar website display units. I structured each asset around strong visual hierarchy, immediate message clarity, and optimized CTA placement to perform in fast-scrolling environments.
I prioritized only working within the brands two established colours, red and light grey, and avoiding the busy, outdated visuals that have defined Pharmasave promotion in the digital age. Soft gradients, dynamic buttons, and minimalist layouts ensured that this take on the brand felt new and different, built for digital. I mixed their existing base of stock imagery with my own photography from the Pharmasave Sunridge location, editing every visual diligently to ensure cohesion and that all promotion was true to them and their customers.
The process began with audience research and persona development to identify high-value demographics, behavioural trends, and emotional barriers related to healthcare marketing. I defined key audience segments based on age, platform behaviour, health priorities, and comfort levels with sensitive topics such as mental, sexual, and preventative health.
Pharmasave needed to promote key service areas within the pharmacy that were either under-utilized or not widely understood by customers. The objective was to increase awareness of available health screenings, elevate the visibility of their supplement and fitness product selection, and create more open, stigma-free communication around sexual health products and medication services.
Bold. Diverse. On brand. This campaign successfully launched the Pharmasave Sunridge location and gave them a distinct visual identity, setting them apart from every other pharmacy in the area.
