VCU Health
Brand strategy, creative direction and campaign development for VCU Health — a decade of work helping shape and grow one of Virginia’s leading health systems.
Over a decade working with VCU Health, I helped shape brand strategy and creative as the health system expanded its reach beyond Central Virginia. The work ranged from system-wide branding and major service-line campaigns for cancer, heart, orthopaedics and trauma to milestone initiatives including the introduction of Children’s Hospital of Richmond as part of VCU Health. Across every assignment, the goal was to translate complex medical expertise into clear, human communications that built confidence in the brand and the care behind it.
Massey Cancer Center
Bringing VCU Health’s commitment to cancer research, medical expertise and patient care to life.
“Human Spirit”
Celebrating the human drive behind VCU Health’s role as medical sponsor of Richmond’s UCI Road World Championships.
“By Design”
Introducing a new system-wide identity created to reflect the evolution and growing reach of VCU Health.
Children’s Hospital of Richmond at VCU
Introducing a new chapter in pediatric care as Children’s Hospital of Richmond became part of VCU Health.