GenesisCare

A collection of my work at GenesisCare (U.S. + Global). Based in Australia, GenesisCare had an already established brand that I helped facilitate and push the boundaries for in the U.S. market. GenesisCare is a leader in the delivery of cancer care and other services at convenient, community-based locations, with a purpose to redefine the care experience by improving patient outcomes, access, and care delivery.

Event + Tradeshow Displays

Brand on Wheels

Following the 2020 acquisition, Australia-based GenesisCare launched an innovative campaign to energize U.S. staff about the merger and the GenesisCare brand. The "Brand on Wheels" initiative visited dozens of U.S. centers, fostering employee engagement through interactive activities. Staff members could update their professional headshots, select a Core Value that resonated with their personas, blend smoothies by pedaling a stationary bike, and connect with colleagues through fun networking opportunities.

Referrer-Facing Marketing

To address the challenges of 1) distinguishing GenesisCare's referrer/healthcare provider-targeted materials from patient-facing ones and 2) keeping one consistent look across sizes - I proposed a strategic and elegant design solution that ensured clarity for both our sales reps and centers while maintaining brand consistency. The approach focused on distinct abstract modernized art, tailored messaging, and practical implementation to elevate the referrer-targeted materials.

Referrer-facing pocket folder

Formal invitation cards

Patient-Facing Marketing

GenesisCare required a refresh of their patient-facing marketing materials. I revamped the older appearance with a modern design, incorporating circular elements to echo the curvature of the GenesisCare logo. In addition, I streamlined interior layouts with increased white space for a clean, elegant aesthetic, improving readability for patients.

Stationery + Templated Designs
(used on the digital asset management platform Frontify + on Staples)

patient-facing business + appointment cards

referrer-facing card

customizable thank you card

text invite template

referrer-facing invite template

Print Ads

Physician & Center Directory

Holiday Cards

Left: 2020 Card - featuring a die cut and bright green foil on textured Neenah paper
Middle: 2021 Card - featuring rounded die shaped card, soft touch finished paper, and spot UV on the snowflake
Right: 2022 Card - featuring a super smooth Neenah paper and bright green foil

Physician Dinner Invitations