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:
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.
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.
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.
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.