Sharp HealthCare
Sharp Grossmont Hospital – Neuroscience Launch

Role: Lead Designer — Creative Strategy, Concept Development, Visual Identity, Cross-Channel Art Direction

Target: Adults 45+ in San Diego & Riverside Counties; Referring Physicians

Challenge
Position Sharp Grossmont Hospital as the region’s leader in neuroscience and neurosurgical care, building awareness for a new comprehensive brain and spine center in a competitive market.

Strategy

Directed integrated, omnichannel campaign strategy from concept through execution.

Translated complex medical services into clear, emotionally resonant creative.

Collaborated with cross-functional partners (marketing, physicians, media) to ensure brand credibility, accessibility, and engagement.

Execution

Pre-Launch: Regional print, billboards, awareness messaging.

Grand Opening: Expanded to radio, programmatic video, social, search, and events.

Cohesive physician outreach through Doximity B2B platform.

Results / ROI

23M+ total impressions (radio, print, billboard).

Meta ads outperformed CTR benchmarks (+113.7% local, +93.1% non-local).

1,770 total event attendees (895 at community open house).

Paid search: 3.5K clicks from high-intent audiences.

Impact

Unified brand across 10+ platforms.

Reinforced Sharp’s clinical authority + human connection.

Delivered measurable ROI, proving creative differentiation in healthcare marketing.

Sharp HealthCare – Cardiovascular Services Campaign

Role: Creative Strategy, Design Direction, Digital Execution

Target: Adults 45+ in San Diego County

Challenge
Differentiate Sharp’s cardiovascular services in one of California’s most saturated healthcare markets while driving measurable engagement among adults 45+.

Strategy

Built digital-first, omnichannel campaign balancing clinical authority with consumer clarity.

Prioritized scroll-stopping visuals optimized for mobile-first design.

Created templates for social + programmatic channels to unify brand identity.

Execution

Cohesive cross-platform design across Facebook, Instagram, programmatic.

Clear conversion path: awareness → action via Sharp’s cardiac web pages.

Results / ROI

2x increase in website sessions across all channels.

+35% YoY campaign clicks.

Social ads outperformed industry CTR benchmarks, delivering above-KPI performance.

Impact

Differentiated Sharp in a competitive healthcare market.

Elevated brand leadership with ROI-driven digital campaigns.

Reinforced Sharp’s reputation as a cardiovascular leader.

Sharp HealthCare – Employer Brand “Selfie” Campaign

Role: Concept Development, Art Direction, Photoshoot Direction

Target: Prospective Healthcare Employees (Millennials → Boomers)

Challenge
Attract top healthcare talent in a crowded recruitment market, positioning Sharp as an employer of choice beyond salary competition.

Strategy

Positioned Sharp as both a career + lifestyle brand.

Developed “Selfie” concept to humanize recruitment with authentic employee storytelling.

Aligned messaging with employer branding best practices.

Execution

Integrated campaign across print, OOH, social, digital banners, brochures, tradeshows.

Produced aspirational CTA: “Join us. Earn the badge. Be part of something bigger.”

Results / ROI

Boosted engagement across recruitment channels.

Strengthened Sharp’s employer brand visibility in Southern California.

Impact

Reinforced Sharp’s talent acquisition strategy.

Showcased brand culture, work-life balance, and employee experience.

Delivered long-term brand equity in recruitment marketing.

Premier Nutrition – Protein Shake Packaging

Role: Concept Development, Art Direction, Packaging Design, Photoshoot Direction, Quality Control

Target: Health-conscious consumers (Millennials → Boomers)

Challenge
Differentiate Premier Protein in the highly competitive CPG category, balancing premium design with value-driven positioning.

Strategy

Developed brand identity refresh that reinforced nutritio, quality and flavor appeal.
Showcase shake product imagery to support flavor differentiation and appeal.

Positioned product to compete with premium CPG competitors while staying accessible.

Highlighted nutritional differentiators: 30g protein, 1g sugar, 24 vitamins.

Execution

Bold shrink-wrap packaging with flavor cues, condensation styling, and brand mark integration.

Directed photoshoot for cross-channel marketing (ads, POP, tradeshows).

Partnered with Marketing + Operations to align packaging to retail ROI goals.

Results / ROI

Positioned as premium yet accessible within Premier portfolio.

Boosted shelf visibility + consumer appeal.

Strengthened retail performance across gyms, health stores, and mass retail.

Impact

Differentiated Premier in the protein shake market.

Elevated perception with design innovation.

Reinforced brand equity in CPG packaging design.

North Park Creamery – Nostalgia Brand Identity

Role: Concept Development, Art Direction, Logo Design, Brand Identity

Target: Families, organic health-conscious consumers, community residents, nostalgia seekers

Challenge
Compete in a dense local market (gelato, novelty shops, Baskin Robbins) while positioning North Park Creamery as the signature neighborhood soft serve brand.

Strategy

Leveraged nostalgia marketing + community identity.

Designed a humanized mascot logo + craftsman style typography for authenticity.

Applied consistent cross-channel brand identity (signage, merch, digital).

Supported with community sponsorships + engagement.

Execution

Full brand identity system with vintage-inspired design.

Interior/exterior signage, merchandise, and digital presence.

Results / ROI

+20% increase in foot traffic post-Covid.

Expanded community partnerships + local goodwill.

Featured on KUSI’s “Good Morning San Diego”, generating regional visibility.

Relocated to a larger retail space due to demand growth.

Impact

Established as the local leader in soft serve.

Built sustainable growth via community-first branding.

Proved that creative design drives both brand recognition and revenue.

PeopleSoft Inc. – Platinum Support Upsell

Role: Concept Development, Art Direction, Graphic Design

Target: Existing PeopleSoft B2B Customers (C-Suite)

Challenge
Rebundle of service tiers risked being seen as a reduction of benefits. Needed to reframe as choice + value, while encouraging Platinum upgrades.

Strategy

Positioned upsell as risk prevention + ROI-driven investment.

Highlighted seamless compatibility vs. costly competitor solutions.

Emphasized tailored support tiers, with Platinum = max protection + fastest response.

Execution

High-impact dimensional direct mailer targeting C-Suite.

Custom 3D glasses + interactive brochure (“New dimensions of service”).

FedEx delivery to bypass gatekeepers.

Strong CTA: web + phone response channels.

Results / ROI

11% conversion rate — highest in PeopleSoft history.

Drove direct executive engagement and urgency to upgrade.

More than 2x industry top-tier response rates (benchmarks: 3–5%).

Impact

Turned a potential negative market shift into a profitable upsell strategy.

Validated innovation in B2B marketing through tactile, experiential design.

Proved creative strategy as a revenue growth driver in enterprise SaaS.