Healthcare Uninterrupted *
Healthcare Uninterrupted *
This campaign tackled one of the biggest barriers in healthcare: fear of change. We positioned Daniels Health as the partner who makes vendor transition seamless, not scary.
The challenge
Hospitals don’t like disruption. Even if the numbers make sense, operational leaders hesitate to switch vendors because they fear workflow interruptions.
The barrier wasn’t product capability. It was emotion.
My role
I led creative direction, shaping both the strategic narrative and the visual tone globally.
strategy & Design
Rooted in behavioral insight, we addressed the emotional resistance head-on. Rather than listing features, we emphasized reassurance and continuity.
Visually, we moved away from sterile medical aesthetics and leaned into a more cinematic tone. Moody overlays and concentric circles symbolized protection and stability. Healthcare imagery anchored the message in real patient impact.
The campaign said, essentially: you can improve your program without compromising care.
We built out 5 verticals, based on various roles within a healthcare facility. We centered all of our messaging around addressing their biggest pain points in the change management process. We also later expanded the campaign to target children’s hospitals as well.
the result
the impact
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the impact *
The campaign drove measurable engagement across channels, reaching 30K+ users with email, achieving a 6.3% open rate and 8.46% click to open rate, supported by 30K+ social impressions at a strong 4% engagement rate and 2.8K video views. It also equipped sales teams with a powerful narrative and strengthened Daniels’ positioning as a trusted transition partner.
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A new normal
BRAND DESIGN, CAMPAIGN DEVELOPMENT
Launched during the height of COVID, New Normal positioned Daniels Health as a steady, mission-critical partner to hospitals navigating chaos. -
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Secure a drug
BRAND DESIGN
This project started with an externally developed logo and turned into a full-scale brand build-out for a specialized drug diversion prevention solution. -
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Koena
PACKAGING DESIGN
Koena is a clinically driven skincare brand built around a proprietary anti-inflammatory blend called Resta-Plex. The science was strong. The packaging… needed help.
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Phusion Projects
BRAND DESIGN
Built and scaled alcohol brands end-to-end, owning identity, packaging, socials, and activations as part of a two-person creative team.
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Shaping the future of hospital waste
BRAND DESIGN, CAMPAIGN DEVELOPMENT
Daniels is often perceived as a sharps company. In reality, it offers a full-suite hospital waste solution. This campaign was about correcting that perception globally.
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Rx Destroyer
BRAND DESIGN
Rx Destroyer had grown up. The products expanded, the distribution grew, the company was acquired, but the brand hadn’t fully caught up.
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Healthcare uninterrupted
CAMPAIGN DEVELOPMENT
This campaign tackled one of the biggest barriers in healthcare: fear of change. We positioned Daniels Health as the partner who makes vendor transition seamless, not scary. -
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Internal summit branding
BRAND DESIGN
Over several years, I developed logo identities for internal summits and leadership events. Some required full mini brand systems. Others primarily lived on swag (which, let’s be honest, is often what people remember most).
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Let Your data go to waste
CAMPAIGN DEVELOPMENT
This campaign promoted Daniels’ proprietary location-level data tracking with one goal: drive demo requests.
