Situation
Franciscan faced a nationwide rebrand driven by its parent organization, Catholic Health Initiatives. The family of eight hospitals, formerly called Franciscan Health System, would become CHI Franciscan Health.
Task
The goal was to educate current and potential patients about the new name and re-launch the brand in a fresh and visual way.
Action
Created and led the visual design from TV to digital, animation storyboards, and pitches to clients. Created concepts and stories with a content partner for an overall integrative campaign for TV series, produced a week-long photo shoot and did all locations, touchups, and hiring of models, a photographer, and a stylist. Created a parallaxing and responsive website and extensive photo library. Worked with a location scout for TV and did all photoshoot production and art directing on set both for still lifestyle photography and TV spots. Created concepts for print and OOH ads with a creative partner as well as design. Finally, I evangelized the new look and feel to the client marketing groups.
Results
From idea generation and strategy, focus group testing through execution, a multi-phase campaign called, simply, “hi,” celebrates the caring, compassionate connections of the doctor-patient and hospital-community relationships. Through cable and local TV, NPR and spot radio, transit ads, billboards, cinema and environmental ads, social media initiatives, and a dedicated landing page, we told the stories of moments that matter using variations on the world’s most popular greeting – “hi” – as the unifying theme. The buzz-worthy brand campaign was the first of its kind for the organization, unifying the health care providers within clinics and hospitals serving diverse urban and rural communities.
With highly visible media and impactful creativity, the success of the campaign set the stage for future brand storytelling and engagement which was supported through the creation of a large custom photo library that captured healthy Northwest lifestyles; a brand portal of hundreds of ads, direct mail and collateral templates; and continuing brand education. This supported eight hospital systems and clinics within the brand with different regional needs.
Role
Art Director (Creative Direction, Photo retoucher, UX, Design, Storyboards, Animation stills, Producer, Model casting)
Collaborators
Copywriter, Photographer, Stylist, Hair and Makeup Artist, Developer, Production Artist, Producer, Director, Animator, TV-Crew, Actors, Models
Custom Photo Library
