Challenge: A new brand and identity for a newly merged company that would disrupt after-hours triage and medical answering services.

Solution: Collaborating with stakeholders on multiple possibilities, we finally landed at CareXM, where XM means Experience Management. The new company focused elevating the after-hours care experience for patients and families, and as a new approach, for the clinicians providing that care using tech augmented services.

The final logo began as an homage to the medical call-center heritage of the merged companies, represented by the telephone keypad symbol, plus a stylized, integrated red-cross.

Result: A fresh new face for CareXM with a bold look that set us apart in our market. A foundation for growing the brand beyond its startup roots.

Role: Creative Director

Challenge: Needed a print ad for a cocktail book sent to participants before they arrived at a high-profile home health event as an introduction to each other. Tight resources meant we couldn’t do a photo shoot.

Solution: We composited 4 different images and a play on words to subtly demonstrate the value CareXM provides.

Since home health and hospice nurses are often on call even when they're off duty, finding work-life balance is difficult. The play on "after-hours home care" combined with the CareXM mobile app in the nurse’s purse shows that she’s off-shift, so she can spend her time off caring for her kids knowing that CareXM is caring for her patients.

Result: A memorable add that was completely different from anything else in the cocktail book.

Role: Creative Director / Graphic Design

Challenge: In conjunction with a major, organization-wide core banking system migration, our management team recognized an opportunity to realign people and processes with a focus on improving the customer experience.

Solution: I spearheaded the project and led a cross functional team. Together, we created a framework to focus on products and services; delivery systems and touch points; individual and team goals, metrics, and processes. I pitched the "Doing It Right' brand and cone logo/model to remind stakeholders of the key elements of the initiative. With the team’s buy-in and the board’s approval, I directed its launch and adoption.

Our 10-location launch event included introductory videos, scripted content for the CEO and the Chairman, prizes, and more. The initiative touched all 200 employees with new service standards, a recognition and award program, a redesigned employee intranet experience, year-long followup training modules, SWAG and collateral pieces, and more, to reinforce the idea of “Doing It Right” for our customers and each other.

Result: The effort was a resounding success, helping unify and rally the team during the difficult system conversion and resulted in a 20% improved customer satisfaction and 15% increase in employee retention.

Role: Executive Strategist / Creative Director

Challenge: Tell a unified brand story and generate leads for a new brand, a combination of three different companies' tools and services.

Solution: Partnering with a digital marketing agency, we designed a space that showcased CareXM's unique blend of technology and personal care elevated the care experience for patients, caregivers, and clinicians.

Result: The site ranks well organically, generating a significant number of qualified leads. Quality human-generated content and regular updates help keep the improving site performance.

Role: Creative Director / Copywriter / Graphic Design

Challenge: There weren't stock icons available that visually communicated ideas that were unique to CareXM's market.

Solution: Created custom icons for concepts like call routing, wrong calls, and backup nurses. Also created other icons that blended with the rest of the company's visual style.

Result: A distinct visual language that distinguished us from our competitors and helped communicate complex ideas a little more simply.

Role: Creative Director / Graphic Designer

Challenge: CareXM's national stage trade show presence wasn't attracting the large national customers it needed to achieve its goals.

Solution: Make a splash with a large-scale trade show experience to enhance CareXM's national brand recognition.

Its size, bold backlit graphics, along with interactive displays and multimedia content attracted many prospects and cemented CareXM as a national player in the home health and hospice triage space.

It was designed, and has proven to be, flexible in multiple configurations over multiple years, maximizing ROI.

Role: Creative Director

Challenge: Our team needed a memorable leave-behind item for a prestigious speed-dating-like event with top industry executives.

Solution: Business card-sized video clip that showcased CareXM's solutions to their after-hours triage challenges. Viewers were directed to scan a QR code and schedule a demo later at the event.

Worried that the card would get lost, we packaged it in a portfolio so that it would stand out from other vendor collateral. We also added customer case studies and other collateral in the portfolio.

Result: We filled up 90% of our demo slots with our top prospects, setting the table for our best sales year ever. They said they loved the video cards and were seen carrying the portfolios for the rest of the event.

Role: Creative Director

Just one of the many case studies created for CareXM. This one was based on the success of a large national account.

Role: Creative Director

The original logo was illegible in small spaces and applications that weren't oriented horizontally due to the drop cap typeface, so I designed a new one which retains the feel of the original and allows much greater flexibility.

I directed the design of the college rivalry series between Brigham Young University and the University of Utah. The "Duel" name, logo, monument, tagline, and more were my creations.

A collection of some fun wraps for food trucks.

There’s just something fun about the process of creating logos. From unpacking needs, to developing concepts, iterating, and delivering a polished product to a proud customer.

These are a few that I really enjoyed working on.

Problem: An elementary school wanted to help kids be kinder and more inclusive.

Solution: I created an awareness campaign with graphics depicting kids being kind to each other posted around the school in common spaces like the cafeteria, main entrance, and hallways.

Result: The principal reported that there was markedly less bullying and the overall mood of the school felt lighter an more welcoming.

Role: Creative Director / Graphic Design