Creative Direction
Rebrands, events & campaigns.
Rightway Forward Event
Event overview: Forward brought together benefits leaders, healthcare innovators, and industry disruptors for a few days of connection, insights, and inspiration to shape the future of healthcare. Hosted in Napa, CA, the event design uses a restrained color palette built around Rightway’s deep blue brand color. A subtle line-based pattern inspired by healthcare pathways adds visual interest while reinforcing the brand’s core theme of guiding members through healthcare. Event branding included a website, an invitation, stage design, digital and printed signage, agendas and more. Branding was co-designed with Jenna Liu.
Speaker highlights: Mark Cuban on the future of PBMs, Oscar Health’s Mark Bertolini, Anne Wojcicki from 23andMe and Jason Oberfest of Oura spoke on healthcare innovation.
Dot to Dot Campaign
I was the internal design lead for Hello Heart working with an agency called Scout Lab. The goal was launching our first integrated, national brand awareness campaign for the Dot-to-Dot feature.
Campaign included: Landing page, digital banners, billboards, a commercial spot, social posts and a sales brochure.
Award: 2023 Digiday award for Best B2B Branding Campaign.
Hello Heart Re-brand
I, along with the product design lead, gave creative direction to an external agency, Bonfire Labs.
Goals: Create a visual system and assets for Hello Heart that will evolve the look and feel of the brand and fulfill both B2C and B2B communication needs.
Rebrand included: Updated logo, new colors, new fonts, photography guidelines, illustrative language and an icon system.
