Frontera Group London

Medical iIllustrations in pencil for pharmaceutical animation

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Client: Frontera Group London
Medium: Pencil


Frontera London are a creative digital agency. were delighted to support this leading medical communications agency, by providing  a series of graphite pencil medical illustrations to be used in an animated video for a global pharmaceutical client.

Commissioned to create the medical illustrations specifically in a pencil medium the objective was to illustrate how to use and how to insert an inter-uterine device (IUD) or ‘coil’ for women.

The illustrations were to form part of a video to be used by health care professionals to demonstrate the benefits of the coil as a form of contraception, as well as educating patients about the specific insertion procedure.

Images and information reproduced courtesy of Frontera Group London, ©Levosert Levonorgestrel

Project Brief

The team were requested to complete the project because it required graphite pencil illustrations to be used within the animation where most animations typically use digital illustrations.The client required a medium to reflect a softer look and ‘feel’ to the illustrations so the pencil medium was chosen for this project. Graphite pencil was the preferred choice  to depict the properties of the IUD and the insertion procedure along with the female anatomy so that it would seem more appealing to those patients watching the animation.

Unlike many medical art agencies that only use digital mediums, are highly experienced in using many different forms of illustration mediums. Lead artist, Joanna Culley drew the pencil illustrations using graphite pencils onto a high quality Bristol Board paper used for detailed work, which were then scanned and transferred into a digital format ready to be prepared for animation. This was done by saving each scanned drawing as a Photoshop file and cutting out the whit background so each individual drawing was a stand alone image. These elements would now be ready for animating.

Adhering to Brand Guidelines

The artwork needed to comply with the client’s brand guidelines, such as the specific branding colours, the pencil style, the IUD interpretation, accurate anatomy. In addition, the illustrations needed to conform to the specific style and look of the brand to make sure they would seamlessly fit with the client’s existing branded artwork. Each individual illustration needed to be drawn with high precision and clinical accuracy to ensure it represented the exact medical interpretation of the device and insertion procedure. The IUD device was couriered to the studio so that Joanna could refer the real deice to create a precise, to-scale drawing of the device. The proportions of the IUD are unique to the specific brand of the product so it was critical that the dimensions and proportions were an exact replica.

Client feedback

Frontera Group London said they were delighted with the illustrations, describing the outcome as ‘fantastic’.

“Joanna has a great eye for detail and the illustrations were loved by everyone, most especially by the client.”Stuart Banks, Digital Project Manager, Frontera
“Joanna was right at home working with us to develop illustrations that both met our clinical needs and fit perfectly into the aesthetics of our user interface. Her work is superb!”Michael Gold , Director of Product Development, CareCloud
“We have now received the new folder with your illustrations: I love it!”Lisa Ruckstuhl - Product Manager Osteoporosis, Daiichi Sankyo (Schweiz) AG
“I’m really pleased with how the book finally looks and that is in part huge thanks to Jo for such fantastic and skilled art. The level of detail that Jo achieves is incredible and her medical knowledge clearly abounds. She is always such a pleasure to work with – nothing is too big or small a job. It was all approached with the same cheery manner! Jo always delivered on deadlines too, which is a huge relief to us designers! Many thanks – it has indeed been a pleasure. I would have no hesitation to recommend Jo!”Senior Designer, Duncan Baird Publishers
“Joanna and her team are a pleasure to work with. They are responsive and creative. They turned around several excellent animations and drawings for our video series. We certainly would enjoy working with them again!”David Mathison, MD, MBA, Associate Director of Pediatric Transport, Children's National Medical Center and Assistant Professor of Pediatrics & Emergency Medicine, George Washington University School of Medicine
“Joanna has provided the core illustrations for a number of our iPad Apps, and her illustrations have received terrific reviews from our users. She understands our requirements clearly and also understands the specifics of illustrating for digital media and mobile applications. The quality of her work is outstanding, and she can be relied upon to hit deadlines and deliver to the exact clinical requirements of each project.”Todd Morgan, Co-Founder, drawMD
“Hello Tim and Joanna,
Thank you for the illustrations, you have done an outstanding job on the finished articles… The service provided was efficient and very thorough, we were very happy with the way you able to understand and translate the brief into an illustration which captured the desired output.”Clare Lynex, Senior Medical Writer, UBM Media Asia, Singapore
“We found to be energetic, imaginative, and efficient, a joy to work with!”Dr Sam Alberti, Director of Museums and Archives, Royal College of Surgeons of England, London