Project details
Client:
Novartis
Tool:
CML Timeline
SCEMBLIX® – Drawing the CML Time-Line
This powerful visual captures the historic journey of Chronic Myeloid Leukemia (CML) treatment, spotlighting groundbreaking milestones that transformed the management of this once-deadly disease. At the heart of the composition stands SCEMBLIX® (asciminib), a next-generation therapy for patients in the chronic phase of CML, symbolically framed against a Nobel Prize medal—honoring the scientific achievements that reshaped cancer care.
Surrounding this central symbol are banners marking pivotal moments:
2001: FDA approval of Gleevec® (Imatinib), the first targeted therapy that revolutionized CML treatment and earned a Nobel Prize.
2007: Development of Tasigna® (Nilotinib), offering more options for resistant cases.
2012: Launch of Bosulif® (Bosutinib), expanding therapeutic choices.
2017: Breakthrough research into treatment-free remission, a dream once unthinkable for CML patients.
🎨 Visual Composition & Layout
Central Focus: The composition draws the viewer’s eye immediately to the center stage, where two figures—a man in traditional Gulf attire and a woman in a black abaya and teal hijab—stand framed within a golden picture frame, symbolizing both human dignity and historical importance. The figures are placed in front of an enlarged Nobel Prize medal, subtly reinforcing the Nobel-winning science behind CML therapy.
Symmetrical Balance: The layout is perfectly symmetrical, with timeline banners mirrored on either side, flanking the central figures and providing chronological structure. This symmetry creates a sense of harmony and order, appropriate for a scientific progression narrative.
Depth & Perspective: The scene uses a theatrical, stage-like setup with warm spotlights, golden tones, and shadows that add depth and elegance. The audience in the foreground creates a vanishing point that guides the viewer into the scene, increasing immersion and drawing attention toward the central theme.
🖼️ Color & Lighting
Warm Gold Palette: Gold dominates the palette, symbolizing excellence, prestige, and the “gold standard” of treatment. It also connects visually to the Nobel medal in the background, reinforcing the idea of scientific achievement.
Contrasting Highlights: Red-orange ribbons (for leukemia awareness) subtly stand out across the neutral and dark tones of the figures, tying emotional significance to the clinical subject.
Lighting as Storytelling: Strategic lighting highlights the figures, banners, and historic busts on each side—using light not just for visibility, but to elevate heroism and reverence.
🎨 Visual Composition & Layout
Central Focus: The composition draws the viewer’s eye immediately to the center stage, where two figures—a man in traditional Gulf attire and a woman in a black abaya and teal hijab—stand framed within a golden picture frame, symbolizing both human dignity and historical importance. The figures are placed in front of an enlarged Nobel Prize medal, subtly reinforcing the Nobel-winning science behind CML therapy.
Symmetrical Balance: The layout is perfectly symmetrical, with timeline banners mirrored on either side, flanking the central figures and providing chronological structure. This symmetry creates a sense of harmony and order, appropriate for a scientific progression narrative.
Depth & Perspective: The scene uses a theatrical, stage-like setup with warm spotlights, golden tones, and shadows that add depth and elegance. The audience in the foreground creates a vanishing point that guides the viewer into the scene, increasing immersion and drawing attention toward the central theme.
🖼️ Color & Lighting
Warm Gold Palette: Gold dominates the palette, symbolizing excellence, prestige, and the “gold standard” of treatment. It also connects visually to the Nobel medal in the background, reinforcing the idea of scientific achievement.
Contrasting Highlights: Red-orange ribbons (for leukemia awareness) subtly stand out across the neutral and dark tones of the figures, tying emotional significance to the clinical subject.
Lighting as Storytelling: Strategic lighting highlights the figures, banners, and historic busts on each side—using light not just for visibility, but to elevate heroism and reverence.
🎨 Visual Composition & Layout
Central Focus: The composition draws the viewer’s eye immediately to the center stage, where two figures—a man in traditional Gulf attire and a woman in a black abaya and teal hijab—stand framed within a golden picture frame, symbolizing both human dignity and historical importance. The figures are placed in front of an enlarged Nobel Prize medal, subtly reinforcing the Nobel-winning science behind CML therapy.
Symmetrical Balance: The layout is perfectly symmetrical, with timeline banners mirrored on either side, flanking the central figures and providing chronological structure. This symmetry creates a sense of harmony and order, appropriate for a scientific progression narrative.
Depth & Perspective: The scene uses a theatrical, stage-like setup with warm spotlights, golden tones, and shadows that add depth and elegance. The audience in the foreground creates a vanishing point that guides the viewer into the scene, increasing immersion and drawing attention toward the central theme.
🖼️ Color & Lighting
Warm Gold Palette: Gold dominates the palette, symbolizing excellence, prestige, and the “gold standard” of treatment. It also connects visually to the Nobel medal in the background, reinforcing the idea of scientific achievement.
Contrasting Highlights: Red-orange ribbons (for leukemia awareness) subtly stand out across the neutral and dark tones of the figures, tying emotional significance to the clinical subject.
Lighting as Storytelling: Strategic lighting highlights the figures, banners, and historic busts on each side—using light not just for visibility, but to elevate heroism and reverence.
🧩 Symbolism & Narrative Elements
Framing Device: The golden picture frame behind the figures acts as a literal and figurative frame for history, achievement, and focus on the patient journey.
Timeline Panels: Each side panel functions like a museum exhibit, using real photos and bold typography to highlight key years and breakthroughs. This combines educational value with visual engagement.
Audience Viewpoint: Placing viewers behind seated figures creates a conference-like ambiance, aligning with the visual language of global medical congresses and positioning the brand (SCEMBLIX®) as a leader in the field.
🧠 Design Intention
This visual doesn’t just present information—it curates an experience. It evokes awe and appreciation for the decades of progress in CML treatment while positioning SCEMBLIX® as the current pinnacle of that evolution. Every design choice—color, symmetry, lighting, and character placement—works together to convey a sense of legacy, scientific triumph, and human impact.
🧩 Symbolism & Narrative Elements
Framing Device: The golden picture frame behind the figures acts as a literal and figurative frame for history, achievement, and focus on the patient journey.
Timeline Panels: Each side panel functions like a museum exhibit, using real photos and bold typography to highlight key years and breakthroughs. This combines educational value with visual engagement.
Audience Viewpoint: Placing viewers behind seated figures creates a conference-like ambiance, aligning with the visual language of global medical congresses and positioning the brand (SCEMBLIX®) as a leader in the field.
🧠 Design Intention
This visual doesn’t just present information—it curates an experience. It evokes awe and appreciation for the decades of progress in CML treatment while positioning SCEMBLIX® as the current pinnacle of that evolution. Every design choice—color, symmetry, lighting, and character placement—works together to convey a sense of legacy, scientific triumph, and human impact.
🧩 Symbolism & Narrative Elements
Framing Device: The golden picture frame behind the figures acts as a literal and figurative frame for history, achievement, and focus on the patient journey.
Timeline Panels: Each side panel functions like a museum exhibit, using real photos and bold typography to highlight key years and breakthroughs. This combines educational value with visual engagement.
Audience Viewpoint: Placing viewers behind seated figures creates a conference-like ambiance, aligning with the visual language of global medical congresses and positioning the brand (SCEMBLIX®) as a leader in the field.
🧠 Design Intention
This visual doesn’t just present information—it curates an experience. It evokes awe and appreciation for the decades of progress in CML treatment while positioning SCEMBLIX® as the current pinnacle of that evolution. Every design choice—color, symmetry, lighting, and character placement—works together to convey a sense of legacy, scientific triumph, and human impact.