Bringing Dr. Itchy to Life: A Specialty Pharma Brand Built for Awareness

Creative Direction · Brand Identity & Logo Design · Character Illustration · Website Design · Banner Ad Design · Game Design

The Challenge

ParaPRO, a specialty pharmaceutical company, developed a revolutionary head lice treatment that eliminates lice in just ten minutes without combing. To support the product launch, they needed a standalone brand to raise awareness about head lice among parents, school nurses, and educators — in a way that was approachable, stigma-free, and easy to talk about with children.

Head lice carries real social stigma. A clinical or overly serious approach would have reinforced that stigma rather than reduced it. The creative challenge was to make a sensitive topic feel safe, clear, and even a little fun — without trivializing the clinical message or alienating adult audiences.

The Solution

I led creative direction, brand identity, illustration, and digital experience for Dr. Itchy — a character-driven brand system built from the ground up to reframe the conversation around head lice entirely.

The strategy was to lead with character and humor, using illustration and interactivity to give parents, nurses, and educators a comfortable, ownable tool to open the dialogue with children. Every creative decision — from character design to color palette to game mechanics — was made in service of that goal.

Brand Identity & Character Illustration

Designed the Dr. Itchy character from scratch — friendly, trustworthy, and immediately readable across print, digital, and environmental applications. Created Clouse the Louse and a supporting cast of characters to build a cohesive visual narrative that could carry the brand across multiple educational touchpoints without feeling repetitive or heavy-handed.

Website & Educational Content

Designed a colorful, engaging website with age-appropriate resources for parents, school nurses, and kids — including animated educational content, downloadable coloring pages, and a Dr. Itchy resource kit to support classroom and clinical conversations. Every page was built around clarity and ease of use for adults navigating a topic they'd rather not have to explain.

Interactive Game Design

Designed The Head Lice Hunt — an interactive Flash game where children click to find and eliminate lice hidden in hair. The game turned an anxiety-inducing topic into a playful, low-stakes experience that supported the brand's educational mission while giving kids a sense of agency and even a little satisfaction.

The Result

Dr. Itchy gave ParaPRO something most pharma patient education programs don't have — a brand with a genuine personality. By treating the audience with humor and respect rather than clinical distance, the campaign created a tool that parents, nurses, and educators actually wanted to use. The character-driven system was flexible enough to extend across web, print, advertising, and interactive media while maintaining a cohesive, immediately recognizable identity.