The Violet Study campaign was developed to raise awareness and support recruitment for Amgen’s clinical trial in lupus, a condition marked by unpredictable, disruptive flare-ups that can strike without warning. The visual concept uses butterflies—a widely recognized symbol of lupus awareness—to represent the sudden, often overwhelming onset of symptoms that impact daily life. The goal was to reflect the reality of living with lupus in a way that felt honest, relatable, and validating for patients.

By pairing bold, expressive visuals with emotionally grounded messaging, the campaign invited patients to see themselves in the work and consider clinical research as a meaningful next step in their journey.