How do you introduce a new service category? That was the challenge with Authorized Generics—a company that sells authorized generic drugs—a unique class of drugs, that are identical to the brand name drug. The idea was simple, yet complicated to explain at first blush. The design had to be clean, streamlined, and organized so that the information was clear. Copy had to do a lot of heavy-lifting, but personality was able to be injected in both the brand and the site through the visual style created This allowed for a fresh and modern visual experience that would entice the consumer to learn more.