Healthcare & Medical Science Expertise
Melding deep-science storytelling with intuitive design, I translate complex clinical and specialty care narratives into clear, emotionally resonant brand experiences. As the system-wide Creative Director for Wake Forest Baptist Health, I led full-channel creative strategies across multiple hospitals, specialized treatment centers, and major medical launches. My independent healthcare portfolio spans diagnostic innovators, specialized surgical practices, and major health agencies, bringing rigorous visual strategy to both patient-facing and professional medical audiences.
Brenner Children's Hospital
For Brenner Children's Hospital, this campaign celebrated the unique balance of world-class expertise and child-centered compassion. By pairing the hospital's advanced capabilities with playful, reassuring details—from beloved mascots to a rooftop playground—the work reminded families that healing happens through both outstanding medicine and the simple power of a smile.
(Writer, Amy Flanagan and art director, Andrea Gavin also contributed to this campaign)
WFBH - All heart campaign
For American Heart Month, the Heart and Vascular Center at Wake Forest Baptist Health wanted to do something bold — their first-ever TV spot alongside a billboard campaign. The creative strategy took the language of fear surrounding heart disease and flipped it on its head: billboards rewrote "Heart Failure" as "Heart Success," "Heart Attack" as "Heart Defense," and "Heart Problems" as "Heart Solutions" — each correction handwritten right over the original words. The TV spot opened with the tension of a medical helicopter landing and a figure rushing through the hospital with a cooler, only to reveal a cooking class and a bag full of fresh vegetables. Together, the campaign reframed the Heart and Vascular Center not just as a place to treat heart disease, but as a partner in preventing it.
Abbvie - OAB (overactive bladder)
The goal of this campaign wasn’t to sell a clinical solution; it was to open a door for women who had resigned themselves to a restricted life as their inevitable reality. Women living with OAB don’t need to be reminded of their daily struggle—they live it. What they need is permission to want more. The core insight: shame is the real barrier to treatment, not awareness. If we could shift the emotional frame from embarrassment to possibility, we could move women from resignation to action.
To do this, we tapped into a universal cultural language: fairy tales. Every girl grows up on stories built on the promise of transformation and the belief that a beautiful life is within reach. The campaign borrowed this lush, romantic visual world—rich imagery, glamorous light, and unexpected beauty—and paired it with lines that gently reframed what living with OAB could look like. The tone was never clinical, pitying, or shame-inducing. It was warm, aspirational, and clearly signaled to our audience: you deserve your happily ever after, too.
ORTHO CLINICAL DIAGNOSTICS
OrthoDiagnostics, now QuidelOrtho Corporation, builds some of the most sophisticated in-vitro diagnostic analyzers in the world, with instruments starting at $150,000 and above. When the technology is that advanced and the stakes that high, the materials that support it have to be equally precise. I developed a suite of comprehensive documentation kits for their flagship analyzers — including multi-component guide books, structured binders, and custom-designed foam inserts engineered to house delicate tools and machine parts safely and intuitively. The goal was deceptively simple: take extraordinarily complex equipment and make every aspect of its operation, maintenance, and care feel completely manageable to the people responsible for it. In healthcare diagnostics, clarity isn't just good design — it's patient safety.
preolific park awareness campaign
When Wake Forest Baptist Health opened a sports medicine clinic inside Proehlific Park — one of the region's premier athletic training facilities — the campaign had to speak directly to athletes, not patients. Set against Wake Forest's trademark gold, the work featured athletes captured mid-motion with luminous x-ray overlays of their joints and bones, sending a single powerful message: we see exactly what you're made of, and we can help you protect it. A large-scale interior mural was created to immediately draw attention to the clinic inside the facility itself — reaching the right audience, exactly where they trained, exactly when they were thinking about their bodies.
