Broadlane

Creative Direction

Broadlane

Creative Direction

Broadlane Hero Image
Broadlane Hero Image

Year

2009

Client

Broadlane

Role

Creative Director

Situation:

At Broadlane and its healthcare clients, there was a critical need to develop a strategic roadmap and tactical approach for enhancing the brand presence and user experience of both established and new products.

Task:

My primary responsibility was to lead the creative efforts, focusing on establishing a multi-channel branding approach, implementing a consistent UX methodology across digital platforms, and providing actionable UX and usability insights to elevate the digital product offerings.

Action:

  1. Developed a Multi-Channel Branding Strategy: I organized and authored comprehensive style guides, ensuring a consistent visual approach across print and interactive media that effectively resonated with our target audience.

  2. Unified UX Methodology Implementation: I led the design and implementation of a consistent, accessible, and easy-to-use interface across a series of SAAS applications and CMS portals, significantly enhancing user experience.

  3. Insightful Design Recommendations: Utilizing my deep knowledge in UX and usability best practices, I delivered critical design insights and provided actionable recommendations to key stakeholders and project teams, aiming to improve digital offerings.

  4. Guidance on Visual Standards: I advised internal communications leaders on implementing visual standards and campaigns, ensuring internal messaging was aligned with our external brand identity.

Result:

Through these strategic and tactical actions, I successfully enhanced the brand's presence and user engagement across multiple platforms. The multi-channel branding approach and consistent UX methodology not only improved user satisfaction but also established a strong, cohesive brand identity. My efforts led to an improved decision-making process for digital product enhancements and fostered a unified internal and external communication strategy. This comprehensive approach resulted in a solid foundation for future growth and innovation within Broadlane and its healthcare clients, demonstrating the significant impact of strategic creative leadership.

Always open for brainstorming and consulting services.

Always open for brainstorming and consulting services.