Client
Fairview Health Services
Role
Advertising Design, Art Direction, Brand Identity Design, Copy Writing, Concept Development, Creative Direction, Print Design
A flexible template for system-wide healthcare advertising.
Advertising Design & Creative Direction
Fairview Health Services, the 2nd largest health care system in Minnesota, needed a modernized and unified advertising & campaign brand identity to serve 7 metro-area hospitals, 40+ primary care clinics (Fairview Clinics), 55+ specialty care clinics, 30+ Retail Pharmacies, as well as 7 integrated brands. The existing ad template system was all over the place with so many brands and needs, and rarely (if ever) were they recognizable as the same entity.
Frustrated by the inconsistency and inefficiency, I took the initiative to design, pitch and champion the new template system-wide. The result was faster turnaround times, and a 31% increase in response rates.
The biggest challenge of this undertaking was to accommodate the individual marketing needs of these entities, in a wide variety of content types, photography and media formats, and present them with a consistent voice and feeling.
The solution was a clean and modern set of modular visual elements, along with clear, concise and over-sized messaging. I also created a visual style and copy guidelines document to provide all entities with a starting point for unified advertising.
Project completed while at Fairview Health Services.
“Bill isn’t just a designer, he is also an advisor. Bill has made our marketing projects come to life. Our campaigns would not have been successful without his vision, expertise and creativity.”
—Sarah Birkel
Marketing Operations Consultant,
Fairview and University of Minnesota Health
