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–not AI.)
(This was one of my personal finds)
Examples of my direction to outside freelancers: (I established the concepts, and we would brainstorm ideas, colors, style, composition before they created final illustration)
My original staff designer’s illustrations, under my conceptual and design direction:
Article pages looked like this:
