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AHS:FH/IAATT
“AHS:Frontrow Healthcare” / “It’s All About the Triangles” Concept
Overview:
The Alameda Health System (AHS) had the opportunity to enhance public awareness and positive sentiment through the 'Arena Campaign.' This long-term initiative, with marketing visuals at the current concert venue of the Oakland Arena, will be in place for a three-year period. This contract presented significant opportunities, including navigating a vast ecosystem of services and programs and identifying values that resonate across departments of one of the largest health systems in California. The campaign aimed to improve patient and community sentiment, increase recruitability in a competitive landscape and build internal momentum towards a unified brand across the large system. The health system operates five hospitals (Alameda Hospital, Fairmont Hospital, Highland Hospital, John George Psychiatric Hospital, and San Leandro Hospital), and four primary care medical clinics within the county. This was an ideal opportunity to create compelling visuals and messages that resonated across diverse hospital spaces and medical clinics.
Brand Identity Research Phase:
During the Brand Identity Insight Phase, extensive research was conducted to gather foundational insights into AHS's identity. This involved interviewing key stakeholders across departments, including marketing leads, doctors, nurses, and patients. Additionally, in-person observations and interviews were conducted at various AHS facilities, including Highland Hospital, Alameda Hospital, San Leandro Hospital, Hayward Wellness Center and Fairmount Rehabilitation and Wellness Center. These interactions provided a deep understanding of the organization's goals, vision, and ethos. The insights gained from these activities informed the development of the creative exploration, campaign language and visual assets, ensuring they were relevant, concise and memorable.
“AHS:Frontrow Healthcare” Personal Concept: The "Front Row Healthcare" concept is inspired by the idea of showcasing AHS's commitment to high-performing, patient-centered care. ]This concept aims to reinforce the message that at AHS, patients are always the priority, receiving top-tier care and attention. The campaign creates a powerful and engaging narrative that reinforces the Health System's values of patient centered care.
“It’s All About the Triangles” Personal Concept:
The "It’s All About the Triangles" concept is designed to address the challenge of maintaining a cohesive brand identity across multiple hospitals within the Alameda Health System while allowing each facility to highlight its unique attributes and services. It seeks to reinforce the importance of cohesive branding while driving awareness of each hospital’s unique strengths through slight design variability. The concept also aims to build a stronger connection between AHS and each community it serves without losing the personal brand identity, salience, and distinctiveness of each hospital and wellness center across the system.