Hospice of the Piedmont
Hospice of the Piedmont came to us for a rebrand aimed at changing public perception of hospice care, moving people past the fear and misconceptions that often surround it. I joined the effort soon after it began, first building out the visual system through static ads, then growing over four years into the lead designer on the account, working across campaigns, website pages, brochures, booklets, and newsletters, always guided by a tone that was personal and tactile, but bold and daring when the moment called for it. I worked under Creative Director Marena Lai at Emergence Creative, with support from copywriters and other creatives on the team.
Requirements & Result
Our goal was to reshape how people felt about hospice care, replacing fear with warmth and misconception with honesty, while giving the brand room to be visually confident. As I took on more ownership of the account, that meant brainstorming new campaign directions, developing shotlists, and building materials that carried the brand's voice consistently across every format.
Since the first campaign launched in 2022, the organization has seen a daily census rise, monthly web traffic grow roughly threefold, and consumer referrals increase by 28%. Our most recent campaign, Make Every Moment Count, won the 2024 Aspect Award for Best Multimedia Campaign from a hospice & palliative care organization.
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