Professional Samples

Project: “Find a Doctor” Utility Redesign
Fixing the most important feature on the website—by working around the system, not inside it. 📍 The Situation Thanks to our newly implemented voice-of-the-consumer tool, we discovered a major issue on our site: our “Find a Doctor” utility was broken. Slow load times due to massive, unoptimized data sets Inconsistent results—physicians missing from some searches or showing up in places they didn’t belong Disconnected data across specialties, locations, and conditions Poor UX requiring exact spellings or A–Z browsing (yes, seriously) For patients, this meant frustration. For the health system, it... Read more...
Project: Cancer Center Live Launch
A multimillion-dollar ribbon cutting—streamed live by a team that had never streamed anything before. 📍 The Situation After years of planning, construction, and community fundraising, Sparrow Health System was preparing to unveil its brand-new, state-of-the-art Cancer Center—a flagship facility representing hundreds of millions of dollars in donor investment. The marketing team had done tremendous work in the lead-up. My team’s final charge was clear but daunting: “Live stream the ribbon cutting.” This was 2016—pre-Zoom era, pre-TikTok era, and long before live streaming became a one-click commodity. We had no experience,... Read more...
Project: “Know Before You Go” Campaign
Educating patients to reduce ER overload—one ad at a time. 📍 The Situation At Sparrow, emergency departments were buckling under patient volume—and the majority of those visits weren’t actually emergencies. Many people simply didn’t understand the difference between FastCare, Urgent Care, and Emergency Care. They defaulted to the ER, which led to massive wait times, overwhelmed staff, and frustrated patients. To fix it, we launched the “Know Before You Go” campaign—an education-first, clarity-driven digital initiative to help patients choose the right care, right away. 🛠 My Role I led the... Read more...
Project: Corporate Brand Refresh & Alignment
Rescuing a sales-driven brand from design chaos (and creative burnout). 📍 The Situation At Advantasure, our brand was falling apart—quietly, incrementally, and in plain sight. The company’s sales model relied heavily on outbound hustle. One designer, no brand manager, and a culture of “just make the thing” had turned our collateral library into a visual free-for-all. Each piece looked different. No shared layout system. No common voice. No institutional memory. Just the same logo dragged across dozens of disconnected designs. Our designer, a talented creative, was drowning in his own... Read more...
Project: “AI Ready” Internal Communications Campaign
Helping an enterprise talk about AI without the usual buzzword soup. 📍 The Situation As AI tools began making their way into internal workflows, we realized early that adoption wouldn’t be a matter of tools—it would be a matter of trust and understanding. Most employees didn’t know what AI actually meant in their day-to-day work. Worse, leadership hadn’t aligned on how to talk about it, what to encourage, or how to frame it beyond hype. We needed to get ahead of the curve. So I launched an internal campaign to... Read more...
Project: Digital Recovery During a Cyber Attack
📍 The Situation A phishing attack against another brand in our enterprise brought down multiple shared systems—taking our public websites and intranet offline overnight. Our properties weren’t deemed critical, so we were left without a clear recovery path and no timeline for restoration. Rather than wait in line, I started looking for a workaround. 🛠 My Role I wasn’t the one restoring servers—but I was the one who made restoration happen for us. I dug through org charts and pinged anyone who might have insight, eventually connecting with the Head... Read more...
Project: Emergency Corporate Rebrand
A high-speed, high-stakes identity pivot—without agency support. 📍 The Situation We were hit with a cease-and-desist from a credit union in another state claiming conflict over one of our brand names. Instead of spending a year and a pile of legal fees trying to argue our case, leadership opted to switch to an “on-ice” brand name the company already owned. There was no budget for an agency and no appetite for a lengthy exploratory process. So I stepped up and took on the rebrand—with just myself and a graphic designer.... Read more...