Category: Creative Direction

Michigan Medicine is one of the top academic medical centers in the country, bringing together patient care, medical education, and groundbreaking research under one roof.

 What’s special about the organization is that it does it all with a deeply rooted mission to “advance health to serve Michigan and the world.” It’s the kind of institution where science, compassion, and innovation aren’t just ideals, they’re lived values. But their digital presence didn’t reflect that.

Problem to solve:

Over the years, Michigan Medicine had accumulated more than 300 individual websites. Each one was built in its own silo, with different teams, different systems, different styles.

The result was a fragmented user experience, a lot of duplicated effort, and a digital brand that didn’t quite match the organization’s impact.

The ask wasn’t small: help reimagine their entire digital ecosystem so it works better for patients, students, researchers, and internal teams, all while staying true to their mission and vision.

How I helped:

Michigan Medicine serves a wide range of audiences: patients searching for care, researchers pushing the boundaries of science, and students looking for opportunity. So we designed with real people and real needs in mind.

Content was restructured around actual decision journeys, not internal org charts.

• Accessibility wasn’t an afterthought; it was a baseline.
• Mobile came first.
• Content was restructured around actual decision journeys, not internal org charts.

The mission of Michigan Medicine is bold: “Our discoveries change care. Our care changes lives.” That energy needed to come through, not just in the words, but in the design system, photography, and flow.

We built a digital language that felt modern, trustworthy, and human. And we designed a component-based system that allowed internal teams to scale content without sacrificing consistency.

The results speak for themselves:

• A single, cohesive site that reflects the strength and spirit of Michigan Medicine
• A streamlined backend that saves teams time and resources
• A more accessible, intuitive experience for every visitor, on every device
• And notably: more than $1.7 million in annual savings from sunsetting and consolidating those legacy sites

A comprehensive digital transformation rooted in brand alignment, emotional storytelling, and conversion optimization.

Vidanta is more than a destination — it’s an invitation to experience the gracious spirit of Mexico through world-class resorts, vibrant culture, and unforgettable moments. With properties that span the country’s most coveted coastal landscapes, Vidanta is known for its commitment to luxurious experiences, genuine hospitality, and an elevated sense of belonging.

Problem to solve:

Their brand ethos is deeply rooted in the energy of life itself: vibrant, joyful, and refined. Every detail, from architecture to guest interaction, is designed to reflect this essence. And yet, their digital presence was not fully reflecting this soul. So, Vidanta came to us with a clear goal: redesign their digital flagship to embody their evolved brand identity and better serve today’s guest — mobile-first, experience-driven, and deeply visual.

How I helped:

We embarked on a comprehensive digital transformation rooted in brand alignment, emotional storytelling, and conversion optimization. We started by immersing ourselves in Vidanta’s brand manual. What stood out immediately were the brand pillars: gracious hospitality, radiant life-energy, and an unmistakable sense of luxury and belonging. These became our north stars.

We translated Vidanta’s visual identity into a digital language:

• Imagery: Full-color, emotionally resonant photography — never black and white, never over-cropped — used to create immersive visual storytelling
• Color: A neutral, radiant canvas with bold life-energy accents
• Typography: Elegant, classic type pairings with modern readability

Every aspect of the redesign was thoughtfully designed to flow like a journey, mirroring the calm, considered pace of a Vidanta stay. The proposed redesign delivered a reimagined digital brand experience that feels as elevated, warm, and radiant as the resorts themselves.

Reimagining Siteman’s online presence to enhance user experience, brand impact, and engagement.

Problem to solve:

The existing Siteman homepage effectively conveys expertise through an organized content structure, with clear emphasis on Siteman’s achievements and advanced treatment options. 

The visual hierarchy favors institutional excellence; medical expertise dominates the page, and there is a clear message about technological and clinical leadership. This emphasizes Siteman’s position as a world-class treatment center.

However, I also saw an opportunity to elevate the emotional and empathetic side of patient care in the design and content to create a more patient-centered experience. That approach had the potential to be a clear differentiator.

How I helped:

• Placed Empathy on Equal Footing with Expertise: Introduced more visible sections focusing on patient experiences, success stories, and support services. Recommended that empathetic messaging should sit alongside the more fact-based content.
• Added Patient-Centric Testimonials and Imagery: While maintaining privacy, recommended adding real patient testimonials, authentic-feeling images of patients with their families, or visuals of moments of recovery. This approach will humanize the experience and reassure visitors.
• Reconsidered the Tone for Content: Infused warmth into the language. Phrases like “We’re here to support you” and “Personalized care for your unique journey” go a long way in softening the clinical tone.
• Strengthened the Emotional Appeal in CTAs: Microcopy like “Request an Appointment” should be supported by more emotionally engaging text. Proposed alternatives like “Let us guide you through the next steps” or “We’re here to help — schedule a consultation today.”

By balancing the essential messaging of institutional expertise with a more compassionate and emotionally aware approach, I effectively reimagined the Siteman online presence to connect strongly with its patient base in a very human, empathetic way while maintaining its strong reputation.

An unapologetically bold direction for HAProxy, rooted in the power of large-display typography as the hero of the visual experience. 

Problem to solve:

HAProxy is known in the industry as the gold standard for reliable, high-performance traffic management and next-gen security. But over time, the brand outgrew its reputation as a company that just provided one specific offering: load-balancing technology.

There wasn’t clarity around the expanded offerings and powerful enterprise solutions offered by the company. We were challenged to evolve the brand to better reflect where HAProxy is now and where it’s going: bold, modern, and ambitious. It was also important to stay true to the qualities that built trust in the first place.

How I helped:

In this concept, I created a visual experience that relies on minimalist supporting elements. No clutter, no overuse of imagery or icons. The focus is on delivering impactful messages through bold typography and arresting images, whether they are emotional, provocative, or informative. Short, impactful phrases dominate the space, framed by negative space that enhances their power.

I used high-contrast color palettes — dark backgrounds supporting energetic blues, areas of black with soft highlights , or glowing gradients against bold backgrounds — to amplify the dramatic effect of the overall design direction.

This approach feels dynamic and future-facing; for example, the design elements shift subtly based on user engagement, creating a living, breathing interface that feels like it’s evolving in real-time.