New brand strategy, site, and outreach
CareerMD badly needed a brand overhaul to reflect its unique and sophisticated offerings and reach. I worked with the CEO to define the company’s narrative, hone the visual design, and create a new content channel with unique appeal to early-career physicians. Largely as a result of this re-brand, CareerMD attracted the interest of a $5B holding company, CHG, which acquired the company in a multi-million dollar deal for my employers.
A new face for the website
“What’s Up Doc?” Blog: Snackable content for new physicians
My research with medical students revealed interest in consuming content NOT focused on typical career materials or medical journals; rather, quirky short reads that could offer a smile, a breather, a moment of intrigue / interest. I developed the concept, content strategy, and publishing plan; curated and scoured all sources and articles; and oversaw all graphics, with an in-house designer / illustrator for the first 17 articles; then hired two freelance designers to match that look for the next 10 articles; then became the sole provider of art through careful curation of stock illustration art for the next 70 blog entries–all still all drawn by humans, however. Never AI-generated. The first, below, is a favorite find:
The next two are examples of my direction to two separate outside freelance artists: (we would brainstorm ideas, colors, style, composition before they created final illustration)
Below are two of my original staff designer’s illustrations, also completely under my conceptual and design direction / collaboration:
Article pages looked like this:
