Recently, a protein was discovered that's flipping our understanding of high cholesterol on its head. It's called PCSK9. Very few doctors have heard of it. Even fewer understand how it operates.

Browse medical websites and you wouldn't be faulted for thinking the brief was to make something unbelievably complicated, overly technical, and designed to look like every other medical website.

Sites like these put doctors to sleep. They told us.

Our creative challenge was to create a clean, functional site in a category where simplicity rarely triumphs over complexity.

Cholesterolneversleeps.com invites doctors to discover PCSK9 with a site strikingly and refreshingly different, serving up informative and interesting content in a visually engaging manner designed to be easily digested by our time-starved audience. User-friendly copy (that's approachable but also credits their intelligence) is aided by 3D video, contemporary infographics, and interactive questionnaires.

The site is off and running, on a trajectory to make PCSK9 a household word, wherever there happens to be a doctor in the house.

The site was born from extensive and methodical planning, including a thorough discovery phase, followed by UX/IA sessions, wires, manuscript development and refinement, layout, torture testing, further refinement, then the satisfaction of pushing it live and watching the audience interact with the site and populate the interactive questionnaire with real-time results.

In the two+ months since the site launched, we've seen extensive physician interaction with the questionnaire and all other elements. Professional conventions have provided the opportunity to receive direct praise of the site for its originality, interactivity, simplicity, and quality of scientific information.