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Medical Video Series Production
Production and direction of a location shoot for a medical education series. Includes art direction, sound design, editing and motion graphics.
View More on VimeoMan on the Street Interviews for Credito y Mas by Univision
Direction and production of a location shoot video series for Univision. Talent direction, camera operator, post production editing, sound design and motion graphics. Created in Spanish and English languages.
View More on VimeoMeet Carmen for Credito y Mas by Univision
Re-skin of an existing video to match new product branding. Updated graphics, replaced voice over and background music. Created in English and Spanish languages.
View More on VimeoFlyer Design
Designed event logo, flyer, social media ads, and event collateral.
Campaign Design
Designed concept and layout, and wrote copy for digital ads, print advertising, radio ads, and health center monitors.
Tradeshow & Print Design
Tradeshow booth, banners, flyer, postcard, and brochure design.
Brochure Design & Photography
Brochure design & and full-body photography.
Campaign Design
Design & copywriting, for digital ads, radio ads, newspaper ads, direct mail post cards, and health center monitors.
Campaign Design
Design & copywriting, for digital ads, radio ads, newspaper ads, direct mail post cards, and health center monitors.
Comprehensive Blood & Cancer Center (CBCC) is the largest freestanding cancer center on the West Coast and the oldest in the Kern County region of California. They are a well-established facility with a long history of “firsts” in cancer treatment. This center is well-renowned for having a team of experienced medical professionals and providing high quality care.
The Problem
When I came on board, the immediate challenges I was tasked with was their online presence. As it was quite out of date. They had a website that they disclosed as being old fashioned and stuffy. The branding was outdated and their marketing efforts were neglected. There were no systems in place to seek insight into their customers, so they were missing an opportunity to understand how to better market their institution and who to target. I knew that with a bit of research and direction, they could more effectively communicate their services.
Marketing Intelligence
The first step was to learn more about the typical patient at CBCC. We asked clinical staff to regularly forward patient demographic information and other data to the marketing department in order to understand the patients better. We also interviewed physicians and clinicians to learn about what each department and service line had to offer. In addition, we conducted informal patient interviews to learn more about patient expectations, habits and requirements.
Defining the Brand
The next step was identifying the “Unique Selling Point” for each service and developing marketing messaging for the institution as a whole. The research uncovered what we defined as the “Comprehensive Care Model” of treatment. The center’s unique approach to cancer treatment features a multi-disciplined team of physicians and clinicians. Each department working together to treat the entire patient –mind, body and spirit –all under one roof.
To symbolize this visually, we assigned each department a color to act as the secondary colors. While the center as a whole maintained its legacy blue as the main color. Then, I designed a gradient stripe to represent all the service lines working together in support of each other.
Establishing Brand Goals
Next, we established a series of goals for transforming the brand, which included:
- Make the brand more appealing, fresh and colorful while still maintaining reverence to the serious nature of cancer care.
- Refresh the visuals and messaging tone to make the brand feel more contemporary and modern.
- Engage more with women, since, according to our market research, women make 75% of cancer decisions in the household and most of CBCC’s web visitors were women.
- Create a branding design system for a consistent look through all marketing efforts.
- Develop consistent messaging to illustrate the “comprehensive care model” in action.
The plan was to spearhead this new branding initiative by launching the new website. Then roll out new branding items including stationery, forms and collateral, as well as to create advertising and digital posts to coincide with the launch of the website.
Building the Website
A custom website was necessary to reflect the new brand identity of CBCC. The first stage of this was to create mockups and stylescapes to determine the visual look and feel. I also took inventory of the existing and new content and organized it into clear user flows and sitemaps.
Creating outlines of each page helped to maintain consistent messaging for the copywriter. I directed photoshoots and video shoots to create stunning imagery, then designed a prototype of the site using Figma for user flow testing and content review.
Then, I hand-coded the entire website using the bootstrap framework with HTML, CSS, PHP and Javascript.
Results
The new brand look and marketing messaging for CBCC more accurately reflects the passionate spirit, positive culture and unique personality of the institution. It has a friendly, human-centered appeal that is relatable and comforting to patients.
The new website now has an instantly recognizable look. Visitors can find information they are looking for much more quickly - and the service offerings are displayed more effectively. Since the launch, CBCC has seen continuous growth in the number of website visitors with longer sessions, as well as an improved search engine ranking.
This is better for the patient and also saves the staff at CBCC time, as there are fewer calls to the front desk with basic questions. Plus, patients can now pay for their treatments online with a new online bill pay system - saving a lot of hassle.
With a centralized control for their online presence and social platforms, it’s easy for CBCC to track their web and social media analytics as well as their advertising efforts.
The branding color schemes developed for the marketing materials were also integrated into the interior design. Each department was decorated with its designated color, making it easier for patients to find their way through the facility.
Launch WebsiteRetail T-Shirt Design
Logo Design, Print Design & Website Design
Developed a logo, identity package, website and event photography.
Launch WebsiteLogo Design, Print Design, Product Photography & Event Photography
Client requested a doodle background for logo and print collateral. Conducted several photoshoots at various locations and was the event photographer.
Logo Design
Combined swan and lotus flower for a charity brand.
Event Brand Collateral Design
Created branded items for a charity event including the logo, flyer, posters, banners, and various promotional items.
Event Logo and Brand Package Design
Created logo, branding, collateral and event displays for charity event including a 64 page program book.
Logo, Branding and Stationary Design
Developed brand package including business stationary and collateral.
Direct Mail Sales Brochure Designs
Art direction, layout and design.
Website Design
Art direction, layout and design. Coded in HTML, CSS, PHP and Javascript using Bootstrap framework.
Launch WebsiteInfographics
Art direction, layout and design.
Logo Design
Seasonal In-Store Displays and Promotional Package
Created seasonal campaign used in nationwide store locations. Including outdoor ads, in-store displays, postcards, print ads and web advertisements. Concept, art direction, layout and design. Photographed flower arrangements.
Magazine Ads
Concept, art direction, layout and design.
Banner Ads
Sampling of various banner ads originally animated.
Seasonal In-Store Displays and Promotional Package
Created seasonal campaign used in nationwide store locations. Including outdoor ads, in-store displays, postcards, print ads and web advertisements. Concept, art direction, layout and design. Photographed flower arrangements.
Seasonal In-Store Displays and Promotional Package
Created seasonal campaign used in nationwide store locations. Including outdoor ads, in-store displays, postcards, print ads and web advertisements. Concept, art direction, layout and design. Photographed flower arrangements.