GoodRx

GoodRx invited us to create the identity for a brand campaign about wrangling savings on overpriced medications. The campaign plays on an Old Western character stepping earnestly into the modern world, so we leaned into that cowgirl charm with a custom typeface for the graphics and the TV commercial, plus frames, badges, buttons and illustrations from the same Western universe. The system flexes across digital, social, out-of-home and TV.

I worked on the campaign identity as Associate Creative Director.

Wide view of yellow digital billboards on a glass tower: the cowgirl on a fence with The Savings Wrangler and It's High Noon for High Med Prices, flanked by Taming the Wild West, Up to 80% in Savings and One App.

Cream Western shirt with gold floral embroidery and Savings stitched inside the collar, lying on a bed of hay.

Brown suede cowboy hat floating in a blue sky with clouds, embroidered in yellow with The Savings Wrangler and GoodRx.

Laptop on hay bales showing The Savings Wrangler in yellow over a black banner and a painted desert sky.

Smartphone lying on straw with a yellow GoodRx screen: No Fees. No Fuss. Just Big-Time Rx Savings, the cowgirl in a hat and a Start Saving button.

Yellow graphic with a black oval reading It's High Noon for High Med Prices in yellow Western type.

Yellow-framed ad with the cowgirl leaning on a coil of rope beside a prairie dog playing a tiny guitar, in front of a painted desert with cacti, and The Savings Wrangler lockup.

Subway station wall with four lit GoodRx posters: It's High Noon for High Med Prices, the cowgirl, Save up to 80% on Prescriptions and No Coverage. No Problem, Partner.

Prairie dog peering through a brass spyglass, wearing a yellow The Savings Wrangler bandana, inside an octagonal frame of sky on cream.

Four yellow octagonal badges on black: Taming the Wild West of Prescription Hassles, Sky High Med Prices Can Git, One App Billions Saved and No Insurance? No Problem, Friendo.

Web banner reading Rx Delivery or Pickup, Quick as a Whip with a Start Saving button, beside the cowgirl sitting on a wooden fence in a desert set.

Yellow GoodRx badge stickers on a silver laptop lid: Sky High Med Prices Can Git, No Insurance? No Problem, Friendo, One App Billions Saved and Wild West.

Credits

Client: GoodRx, Amy Davis, Ryan Sullivan, Sue Winter, Stephanie Wong, Tim Donza, Mike Johnson
Creative Studio: Ad-Like Objects, Ben Becker, Nick Loftus
Design Agency: &Walsh
Creative Direction: Jessica Walsh
Accounts: Ashley Einerson
Associate Creative Director: Lucas Luz
Copywriting: Ad-Like Objects
Production: Chelsea Frimpong
Lead Design: Sasyk Mihal, Igor Fajardo
Custom Type: Julio Zukerman
Motion Design: Igor Fajardo
Design: Carol Pinheiro, Jess Garcia, Pedro Alamorim, Tania Delgado
Director: Dave Laden
Film: Hungry Man
VFX: Parliament, Legacy Effects
Color: Company 3
Music: BUTTER Music and Sound
Audio: Barking Owl, Eleven
Photography: Zachary Scott
Year: 2025

GoodRx

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