Careful thought was put into the Chinese content and typesetting for the promotional articles on WeChat. The user interface also aimed at providing a unique experience for viewers who were used to the linear scroll while viewing WeChat articles. PRIZM initiated the idea of a long-scrolling article with sections providing alternative views (e.g. clicking for a pop-up image or horizontal scrolling for comic-style strip), which were made possible with coding. Visuals were centred around the cellular level with an element of etherealism to highlight the key features of MitoQ’s products. The conceptualised artwork and copywriting were refined over various iterations to ensure that it achieves subtle yet skilful messaging.