Hi. Thanks for taking a moment to check out my work. My name is Patrick Williams and I am a Designer/Senior Art Director based in Dallas, Texas. With over 15 years of experience in the fields of beauty and healthcare, I bring a developed, clean modern design aesthetic that compliments various industries.

I hope enjoy all (or at least some) of what you see. Thanks again and please feel free to reach out if you have any questions.

PATRICK WILLIAMS

designer | senior art director

Senior Art Director with over 20 years of professional design experience with a focus in beauty, pharmaceutical and healthcare design.

I translate complex science into clear, compelling, and compliant creative across HCP and DTC channels. With a hands-on approach and deep experience collaborating with strategy, copy, and medical teams, I lead work that balances creativity, clarity, and impact.

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Featured Work

NUCALA Training Kit for the Autoinjector

GSK | NUCALA | 2023

The Challenge

The challenge was to design a home-use training kit for Nucala’s new autoinjector that felt intuitive, reassuring, and easy to navigate for patients using it independently for the first time. The kit needed to clearly organize multiple components, guide users through the experience with minimal friction, and reduce anxiety often associated with self-injection. At the same time, the design had to adhere to strict brand and regulatory guidelines—particularly around the use of red—ensuring it conveyed confidence and clarity without signaling danger or alarm.

The Solution

I led the visual layout and art direction, creating a clean, modern folder system that prioritized visibility, accessibility, and logical flow. Each component was clearly surfaced and easy to locate, allowing users to quickly understand what they needed and when. The color system was carefully balanced to maintain brand recognition while softening the emotional impact of red, resulting in a training kit that felt calm, approachable, and supportive for at-home use.

My Role

Senior Art Director

• Led visual concepting and layout development for Nucala’s home-use autoinjector training kit

• Designed a clean, modern organizational system that prioritized clarity, accessibility, and intuitive navigation

• Partnered with cross-functional teams including copy, medical, regulatory, and production to ensure compliance and accuracy

• Oversaw interior component presentation to ensure all materials were easily identifiable and logically arranged for at-home use

• Maintained brand consistency while adapting the experience specifically for patient needs

• Guided final production to ensure quality, usability, and visual cohesion

Bexsero Meningococcal Vaccine Reminder Program

GSK | Bexsero | 2023

The Challenge

The challenge was to design a multi-touch CRM reminder program for Bexsero that effectively engaged two distinct audiences—parents and their teenage children—across scheduled email and SMS communications. The program needed to maintain medical credibility for parents while also capturing the attention of a younger, mobile-first audience often disengaged from traditional healthcare messaging. The creative had to feel approachable, relevant, and engaging for teens, without compromising brand integrity, clarity, or regulatory requirements.

The Solution

I led the visual design and art direction for the CRM program, creating layouts that balanced clarity and energy across channels. To resonate with teenage users, I introduced custom animated emojis, a bright color palette, and simple, repeatable patterns that felt modern and familiar to younger audiences. The system was designed to flex seamlessly between email and SMS while maintaining consistency and readability for parents, resulting in a cohesive program that felt informative, friendly, and age-appropriate.

My Role

Senior Art Director

• Directed the creative vision for a dual-audience CRM ecosystem designed to engage both parents and teens

• Translated audience insights into a scalable visual language that felt modern and mobile-native

• Introduced custom animated emojis and bold color systems to drive youth attention while maintaining clarity and trust

• Designed layouts optimized for behavioral engagement across email and SMS channels

• Collaborated cross-functionally to align creative execution with strategic objectives and compliance standards

Jesduvroq Website Launch

GSK | Jesduvroq | 2025

The Challenge

The challenge was to design and launch the Jesduvroq brand website under tight timelines while adopting a new design workflow. At the client’s request, the site was built entirely in Figma—marking the first time this approach was used at GSK. The team needed to quickly adapt to a new tool, establish efficient collaboration between design, copy, and development, and deliver a responsive, polished website that clearly expressed the brand while meeting high standards for usability and quality.

The Solution

As Senior Art Director, I partnered closely with the copywriter and developer to lead the visual design and layout of the site. Working in Figma allowed for real-time collaboration, rapid iteration, and alignment across disciplines. Despite the learning curve and compressed timeline, the team supported one another, refined the workflow on the fly, and delivered a clean, modern, and fully responsive website that successfully launched the Jesduvroq brand and set a precedent for future digital work.

My Role

Senior Art Director

• Led the visual design and art direction for the launch of the Jesduvroq brand website

• Partnered closely with copywriter and developer to ensure alignment across messaging, UX, and technical execution

• Designed the site within Figma—introducing a new workflow approach for the client and helping establish collaborative best practices

• Directed responsive layouts to ensure a clean, modern experience across desktop and mobile

• Managed rapid iteration cycles under tight deadlines while maintaining brand integrity and usability standards

• Ensured consistency in visual hierarchy, typography, and overall brand expression throughout the site

Welcome to MyNucala Patient Support Program (The Way)

GSK | Nucala | 2024

The Challenge

Nucala needed to establish a distinct brand identity for its patient support program, MyNucala—one that clearly communicated ongoing guidance, reassurance, and continuity of care. The program had to feel supportive and empowering, reinforcing that patients would not be navigating treatment alone. The creative needed to extend seamlessly across print, email, and social touchpoints while remaining aligned with the master brand and regulatory standards. The challenge was to create a visual system that symbolized partnership and progress—without feeling clinical or transactional.

The Solution

As Senior Art Director, I developed the visual concept “The Way.”
At the center of the identity was a stylized red line—representing the patient’s path through treatment. The line became a flexible, guiding element woven throughout all materials, symbolizing forward movement, connection, and consistent support.

The system was designed for scalability. The red line adapted across print collateral, CRM emails, and social assets—creating a cohesive, recognizable identity that reinforced the program’s promise at every touchpoint.

My Role

Senior Art Director

• Led concept development and visual platform creation

• Established the scalable design system

• Directed application across print, email, and social

• Partnered with strategy, copy, and regulatory teams

• Ensured brand cohesion across all executions

Wigs.com Brand Repositioning

B2B Web Ventures | Wigs.com | 2018

The Challenge

Wigs.com needed to refresh its brand identity to better reflect the evolution of the category. The existing logo—simple, bold pink typography—no longer captured the modern perception of wigs as both medical solutions and fashion statements. The challenge was to reposition the brand visually, shifting it from a purely functional, product-driven identity to one that felt elevated, style-conscious, and culturally relevant—while maintaining approachability and trust for long-time customers.

The Solution

The wig industry has transformed. What was once primarily associated with necessity is now also embraced as self-expression. To remain competitive, the brand needed to reflect that shift—aligning itself more closely with contemporary beauty and fashion brands rather than medical supply retailers.

As Art Director, I led the logo rebrand with the intention of reimagining wigs.com through a fashion-forward lens. The new mark embraced a refined, modern aesthetic—balancing sophistication with accessibility. The refreshed identity positioned wigs.com alongside contemporary beauty and fashion brands, creating a more aspirational yet inclusive presence in the marketplace.

My Role

Art Director

• Led brand repositioning and visual identity development

• Directed logo exploration and refinement

• Defined the modernized aesthetic direction

• Ensured the identity aligned with both fashion and function

Featured Work

How I work

How I Work

What I Bring

• Strong design craft grounded in strategy
• Deep experience navigating regulated environments
• A collaborative, hands-on leadership style

• Ability to lead and execute independently, taking projects from concept through final delivery with minimal oversight
• The ability to elevate work while improving process
• A passion for clarity, storytelling, and purposeful design