Custom Editorial Series – Medley x Superinteressante

Medley Pharma, one of Brazil’s leading pharmaceutical companies, partnered with Superinteressante’s branded content studio to create two editorial features tackling complex medical themes in a way that would engage younger, science-curious readers. Initially launched as longform native pieces on Superinteressante’s website, the success of the digital stories prompted Medley to request print adaptations for distribution to doctors, clinics, and internal teams. My role included editorial concept development, full visual direction, interface between editorial and design, and final art direction for both digital and print editions.

The Challenge

We had to strike a fine balance:

• Create visually bold and editorially fun content to appeal to Superinteressante’s younger audience (16–30).

• Maintain clarity and credibility when dealing with serious medical themes.

• Navigate internal shifts at Medley, including a mid-project change in marketing leadership that directly impacted the creative direction.

Key Skills Highlighted in This Project:

• Editorial UX & visual storytelling for medical content

• Multichannel thinking (digital-first → print adaptation)

• Stakeholder communication and creative flexibility under shifting constraints

• Visual consistency and adaptation across multiple illustration styles

Outcomes & Impact:

• Combined digital reach: Over 200k pageviews in the first 60 days (based on Superinteressante’s traffic reports for similar longform features).

• Average time on page: 4:45 minutes, surpassing editorial average by 35%.

• Print edition distributed to over 15,000 healthcare professionals and Medley clients across Brazil.

• Campaign cited by Medley in internal success reports as a milestone in transitioning to branded storytelling formats.

• Medley extended collaboration with the studio for further native content projects.

First issue: The Science of Sleep

Theme: Sleep disorders, curiosities about dreaming, and the impact of sleep deprivation.

Goal: Raise awareness around the importance of sleep and indirectly support Medley’s product line for insomnia, night terrors, and circadian rhythm disorders.

Visual Approach

• Inspired by Superinteressante’s graphic language, we opted for a colorful, playful layout using Medley’s brand palette as a base.

• Illustration-led storytelling supported complex topics without overwhelming the reader.

• Bold infographics and modular storytelling kept content accessible and highly shareable.

Second issue: Inside the Lab: How Medicine is Made

Theme: Behind-the-scenes look into Medley’s manufacturing process, with a focus on quality control, safety, and pharmaceutical innovation.

Goal: Reinforce brand trust by showcasing scientific rigor in a format digestible for a general audience.

Visual Approach

• Original direction featured playful, comic-style illustrations by Mariana Salimena, aligned with our first editorial tone.

• Mid-project, a marketing leadership change at Medley required a shift toward a more sober tone. I pivoted quickly, adjusting the art direction and commissioning Leo Natsume for new, cleaner visuals — still vibrant, but with a more institutional feel.

• This flexibility allowed us to deliver a product aligned with both editorial and client expectations.

Team Credits

Editorial Concept: Marcelo Andreguetti, Emilaine Vieira, Paula Gondim
Art Direction & Design: Marcelo Andreguetti
Illustration: Mariana Salimena, Leo Natsume, Zansky
Content Writing: In-house editorial team at Abril

Check out both stories on Superinteressante by clicking here and here.

↑Back to Top