Duke Medicine
Originally hired to lead the rebranding of Duke University Health System, I was energized and challenged to raise the creative bar for each service line and professional school of the institution. As co-creative director for the health system, as well as their affiliates and global partners, I led an incredible team of designers and art directors. Collaborating with talented writers and developers, together we made the complexity of healthcare seem concise and coherent.
A new standard for the brand.
The departments were out of sync with their logos, strategies and advertising and there was no consistency throughout the institution. So that had to change. We overhauled the brand as an entity in a way that every group could embrace the new look and feel. It encompassed every department, school and clinic across the globe.
Check out the brand in action section for more examples.
