The care they deserve
Designing care to feel like care.
As Art Director, I partnered with a leading children’s hospital to refresh its visual identity so it reflected what families actually experience there: warmth, optimism, and real expertise. I built a custom iconography system that could be used as playful textures across print and digital—soft shapes, approachable line work, and kid-friendly moments that kept communications feeling uplifting without losing clarity for parents and caregivers.
Alongside the refresh, I led multi-channel campaign work across social, digital, and broadcast—concepting copy, designing assets, and directing video for both social and TV spots. One highlight was the Top 10 Children’s Hospital campaign celebrating the hospital’s national ranking: the digital and social components drove a 25% increase in landing page traffic, helping boost community pride and visibility around the hospital’s accomplishments.
Throughout the work, I kept the tone intentional: compassionate enough for families, organized enough for hospital stakeholders. The brand had to communicate joy, safety, and clinical excellence—all in the same system.
End result: a pediatric-forward brand language that was emotionally resonant, easy to apply, and ready for future campaigns.
