PROJECT
MDClone.com
STRATEGY
To redesign MDClone.com for three reasons: new hosting platform (for independent, internal website management), updated brand (new visuals and expanded design), and new site architecture (for easier navigation and better segmentation).
TACTICS BY ME
Site architecture redesign, transition website from Wordpress hosted by a 3rd party agency to Squarespace owned and managed by myself, write and review all website copy, create graphic elements/imagery/icons, design page layouts, manage tracking codes, setup Google Analytics, Google Ads, Google Tag Manager, add custom CSS coding, design/manage/implement forms, and write SEO page copy.
SEE IT LIVE
PROJECT
Innovation Week Conference
STRATEGY
To create an engaging creative theme that fit both MDClone’s brand and Sheba/ARC’s brand for the Innovation Week event in Tel Aviv, Israel. The event brought in top-tier health system, life science companies, and technology partners from all over the world including Pfizer, AstraZeneca, Merck, Abbvie, J&J, Roche, Medtronic, Edwards, Intermountain, Washington University in St. Louis, Northwestern, GE Healthcare, Microsoft, and the U.S. Department of Veterans Affairs.
TACTICS BY ME
Creative theme/design, video mailer with postcard insert, hype video, printed and digital agendas, directional signage, badges, welcome and registration banners, slide graphics, powerpoint template, ADAMS Center booth design, table placemats, printed informational handouts, podium design, catering signs, landing page design, and an email series.
Type
Video + Animations
Objective
To create animations for various projects including the pitch deck and website. To create videos for events, to explain concepts, and to explain our product (short and long-form versions).
Tactics by Me
Animation concepts, graphic/visual designs of slides, video script and storyboard, creative movement direction and vision. Assitance selecting voice over and music. Feedback and revisions.
Animations by Todd Montsma.
PROJECT
ADAMS Methodology Video
STRATEGY
To create an easy-to-understand, visually appealing video explaining how to transform a health system into a data-driven hub of performance improvement with streamlined process, people, and platform in place.
TACTICS BY ME
Script, storyboard, visuals, and creative animation direction.
TEAM
Todd Montsma (animation)
TYPE
Event
OBJECTIVE
Use the brilliantly fun Speakeasy concept (chosen by our event planner) to create an intriguing save the date invitation, a printed formal invitation, and supporting material for the 2017 DocuTAP Christmas Party.
SOLUTION
A 1920’s theme utilizing fun, playful design and jargon from the Prohibition Era.
COLLATERAL
Digital save the date invitation, printed formal invitation, gaming instruction sheet, gaming vouchers, and big and small signage.
PROJECT
eBook: Synthetic Data for Healthcare Innovation and eBook: Data-Driven Guide to Healthcare Innovation
OBJECTIVE
To create eBooks postioning MDClone as a thought-leader in the industry, providing both factual information and stories to reinforce thoughts and ideas. The eBook designs were meant to be engaging, easy to skim, and fun to browse.
SOLUTION
The first eBook describes the high-level value, validity, and essential uses of synthetic data for healthcare providers, governmental agencies, life sciences, and researchers. The second ebook describes the importance of building and maintaining a continuous learning ecosystem within the healthcare system and how data can be a catalyst for fueling innovation.
TACTICS BY ME
Review and write a majority of content, layout and design 35 pages, choose stock photography, create additional imagery and graphics, link and UTM PDF for tracking.
SEE THEM LIVE
Download the synthetic data ebook
Download the innovation ebook
TYPE
Side Personal Project
OBJECTIVE
To create a hyperlocal, Black Hills clothing brand with the goal of representing our favorite places out here. To create the type of company I personally wanted to see in the Black Hills. To create my dream business.
SOLUTION
A hipster, online shop selling trendy, bold, and minimal tee designs that feature local places, trails, and lifestyle vibes.
TACTICS BY ME
Clothing designs, social media imagery, social media curation and management, digital ad creation and management, brand photography creative direction, networking and giveaways, wholesale coordination, product promotion, blogging and interviews, email marketing and list-building, drop-shipping management, website management.
Photography: Hubbard Visuals, Love from Sarah Peterson
Project
Employer Branding
Strategy
To create an engaging, authentic brand for internal branding purposes - a brand that fits into the main MDClone brand, but still stands out on its own. The full employer branding project is still in progress.
Tactics By Me
Booth design, tote bag design, tshirt design, people graphics and social media post concept.
PROJECT
Misc. Holiday Cards
STRATEGY
Holiday cards for clients, internal parties, and corporate events.
TACTICS BY ME
Creative theme, digital invitations and save the dates, printed invites, TV screens.
PROJECT
ADAMS Platform Explainer Video
STRATEGY
To create an easy-to-understand, visually appealing video explaining the challenges of accessing healthcare data, the value of MDClone ADAMS, and the high-level features of the platform - all under 1 minute.
TACTICS BY ME
Script, storyboard, visuals, and creative animation direction.
TEAM
Todd Montsma (animation), Erin Giegling (creative direction)
PROJECT
Retro-Themed Summer Party
STRATEGY
To design a fun, vibrant concept to fit the pre-selected woodstock/retro/hippie theme for the internal MDClone end-of-summer party in Israel. With a short timeline of two days to concept and complete, the end design results were still rad.
TACTICS BY ME
Develop creative concept, design large banners, directional signs, drink coasters, small and large flags, table top covers, and pillows.
TYPE
Sales Presentations Slides
OBJECTIVE
Create sales presentations that are visually interesting, easy to understand, and consistent with brand that convey the main message in an intuitive way.
SOLUTION
Consistent brand colors, imagery, shapes, styling, fonts, and a variety of layouts to keep the pitch engaging.
COLLATERAL
Sales presentations / demos for different products
PROJECT
Global Network Hype Video
STRATEGY
To create an exciting, high-energy video that gets viewers excited to be apart of the Global Network. The video includes current members, the goals of the network, and inspiration to change healthcare together.
TACTICS BY ME
Creative theme, script, storyboard, visuals, animation creative direction
TEAM
Todd Montsma (animation), Erin Giegling (creative direction)
Type
Brand
Objective
To expand on the original MDClone brand
Solution
Capitalize on working elements of the old MDClone brand, revise elements that needed an update, and extend the visual systems including color, fonts, product and stock imagery, micro-brands, and iconography.
Tactics by Me
Style guide, business cards, letterhead, stationary, Word template, Powerpoint template, Google slide template, Google doc template, Zoom background, desktop background, product screen mockups, font choices, expanded color systems.
TYPE
Social Media Graphics & Methodology
OBJECTIVE
Create social media graphics that translate well to different social channels (Facebook, Twitter, and LinkedIn).
SOLUTION
A variety of visually interesting social graphics that stay on brand. Deploy the 4-1-1 methodology for social posting to alternate between hard and soft sell content.
TACTICS BY ME
Graphics, post content, UTM linking, content calendar, analytics.
NOTE
Brand fonts, colors, graphics, and styles have evolved since 2014 so these sample posts lack today’s true brand consistency.
RESULTS
1000% increase in pageviews, unique visitors, and button clicks month over month.
Type
Advertisements & Search Engine Marketing
Objective
To boost brand awareness and bid on keywords relevant to our product.
Solution
Display ads on Google Network healthcare websites, retargeting display ads, and keyword bids.
Tactics by Me
Display ad design and messaging, SEM agency relationship.
PROJECT
Paxera eBook and Visuals
STRATEGY
To adhere to the PaxeraHealth brand, create an ebook design that's visually engaging and professional.
TACTICS BY ME
20 page ebook design, product visuals for presentation decks
Type
Podcast Branding
Objective
Create a logo and assets to support the new Talk Data Podcast
Solution
On-brand logo combining a microphone with a pill-like shape implying healthcare.
Tactics by Me
Podcast logo, social media posts.
Type
Tradeshow Booths and Materials
Objective
Create a cohesive brand appearance with simple, core value messaging.
Solution
Balance of color to keep the space on-brand, but light and open.
Tactics by Me
Booth designs and artwork, mockups, digital booth designs, roll-up banners, handouts, conversation menus, juice bottle design, screen presentations in-booth, sock design.
Type
Monthly Newsletter
Objective
To create an engaged prospect list from zero with monthly touches promoting data stories, customer success case studies, and MDClone news and events.
Solution
A monthly newsletter featuring four main articles.
Tactics by Me
Email template design, email content and design execution, imagery, list management, testing, mobile design, custom HTML/CSS coding, promotion, website popups and lead gen tactics, reporting.
Results
Subscriber Growth:
2019: 0
2020: 367
2021: 730
2022: 2,500+
2023: 4,100+
38% average open rate, 12% average CTR
PROJECT
HyperConnect Customer Event
STRATEGY
To create a cohesive, fun theme for our customer event.
TACTICS BY ME
32x80 pull-up banners, 24x36 signage, 8.5x11 signage, folded 8.5x11 partner table top signs, tee design, event booklet, slide presentation template, badge design, landing page design, email and social promotional images, directional signs, step and repeat banner.
TYPE
Event
OBJECTIVE
Use the brilliantly fun masquerade concept (chosen by our event planner) to create an intriguing save the date invitation and a printed, budget-friendly, formal invitation for the 2018 DocuTAP Christmas Party.
SOLUTION
A bright and fun mask design playing off of DocuTAP’s brand colors.
COLLATERAL
Digital save the date invitation and printed formal invitation.
TYPE
Tradeshow
OBJECTIVE
Design a 20x20 booth for the HIMSS tradeshow, maintaining brand style while placing imagery and messaging strategically around the structure.
SOLUTION
A minimal, but engaging and on-brand design, balancing white and purple throughout the booth.
COLLATERAL
Booth design
TYPE
Event
OBJECTIVE
Create a logo that can stand the test of time for DocuTAP’s yearly client conference, then develop a theme related to 2018 Denver User Conference
SOLUTION
A simple logo that stands for User Conference, but also, (conveniently) Urgent Care. The Denver theme uses illustrations that depict Denver’s skyline with mountains in the background as well as iconography and illustration related to the great outdoors.
COLLATERAL
Logo, mailer, mailer inserts, email template, website design elements and management, social media imagery, event signage, printed schedules and badge cards.
NOTES
The mailer concept utilizes a budget-friendly solution where the outside “shell” of the mailer will be used for multiple sends throughout the year while the inserts within each mailer will change, containing different information.
Type
Sales Collateral
Objective
To create assets for sales to utilize post sales calls or to engage with prospects. Both print and digital handouts were created.
Solution
A coordinated set of product sheets, and larger, dynamic pieces for print to stand out at tradeshows.
Tactics By Me
Format, design, content, imagery
PROJECT
Annual Benchmark Report
STRATEGY
To create a story-like, retro space theme for the ebook.
TACTICS BY ME
70+ page ebook layout, 70 graphs, tables, and charts, 70 custom illustrations, plus additional materials such as landing page design, social posts and carousel ads, email headers, email tags, display ads.
TYPE
Product Branding / Campaign
OBJECTIVE
Create a recognizable icon for the new Insight analytics software tool, a sales presentation showing off the features and benefits, a coming soon postcard mailer, social media graphics and ads, and other digital assets.
SOLUTION
An icon based off of the actual software’s appearance as well as a trendy, gradient theme that celebrates the excitement of the product launch (while using mostly DocuTAP brand colors).
COLLATERAL
Icon, sales presentation, product mockups, social media graphics, postcard mailer, supporting graphics.
TYPE
Event
OBJECTIVE
Create a fun, celebratory theme for DocuTAP Week - a week to celebrate DocuTAP’s urgent care clients.
SOLUTION
Illustrated urgent care buildings surrounded by festival-like imagery including balloons, carnival rides, banners, flags, and confetti.
COLLATERAL
Social media imagery, blog headers, email template, internal breakroom poster, 4x6 postcard, button pack and button designs.
NOTES
This theme was used for 2015 and 2016, which explains the evolving brand fonts.
TYPE
Side Project
OBJECTIVE
To interview artists in order to get JAM Art and Supplies’ name out there to the right audience, feature a mostly unknown group of talented fine artists via blog posts and photography, and to help spread the word that JAM was truly here for the community.
SOLUTION
A series of blog posts featuring these interviews, discussing process, inspiration, dreams, and goals while photographing the artists, their studio, and work. I photographed the first 15 artists or so.
NOTES
I came up with the Inspired Interview series idea with the intention of having the artist’s themselves spread the word about JAM. There’s no better marketing than genuine referral marketing.
See the interview series.
TYPE
Campaign + Direct Mail
OBJECTIVE
Create a brand-heavy campaign theme that highlights the full suite of DocuTAP products for a series of mailers to be sent throughout the year, each mailer highlighting a different product.
SOLUTION
A bright, recognizable campaign “logo” that symbolizes the primary DocuTAP products and uses DocuTAP’s primary brand colors. The overlapping in the logo represents finding your “suite spot” among those products.
The kick-off mailer unfolds to reveal the product suite below with the DocuTAP logo on the outside aligning perfectly with the DocuTAP logo on the inside.
The supporting series mailer was more budget-friendly (no envelope), but still utilizes a unique folding experience to reveal the featured product at the foot of the front panel and the top of the inside panel.
COLLATERAL
Kick-off mailer, five supporting mailers (TBD), display ad set.
TYPE
Graphics / Illustrations
OBJECTIVE
To create a blog image format that rendered correctly across different social platforms and devices based on the CRM tool DocuTAP was utilizing at the time.
SOLUTION
A minimalist, centered illustration that falls between the cut-off lines on Facebook, LinkedIn, and Twitter.
COLLATERAL
Blog post header graphics.
TYPE
Culture / Employer Branding
OBJECTIVE
To create a fun way for employees to recognize and appreciate one another as well as create a way for employees to anonymously submit suggestions to the company.
SOLUTION
The “BE” theme was conceptualized by the Meta marketing team, but the specifics and creative content of the two cards, along with design, were developed by me.
COLLATERAL
Be Recognized notepad cards, Be Heard suggestion box cards
TYPE
Corporate Gift
OBJECTIVE
Create a fun cookbook to send to all of our partners for our 2017 corporate gift.
SOLUTION
A cookbook theme using bright, colorful stock photography incorporating a “digital” aspect into the imagery. Recipes were data-merged and synced to flow into the InDesign file.
COLLATERAL
Print and digital versions of the cookbook.
TYPE
Freelance
OBJECTIVE
To create a bachelorette invitation for my sister’s party in Vegas
SOLUTION
A clever, Vegas-themed printed invitation on pearl paper with a fun, red envelope for her bachelorette invitees. Invitation included the itinerary and Harry Potter references because if you know my sister, you now she’s obsessed. Copy was sarcastic and snarky.
COLLATERAL
4x9” printed invitation
NOTES
We all survived Vegas, but solemnly swear we were up to no good.
TYPE
Event
OBJECTIVE
Quickly create an event invitation with the “Thanks a Latte” theme.
SOLUTION
Earthy, coffee-colored event digital invitation.
COLLATERAL
Digital event invitation.
TYPE
Side Project
OBJECTIVE
To help found and establish a non-profit in Sioux Falls community that offers gently-used art supplies at an extremely discounted cost.
SOLUTION
For over two years, I helped get JAM up and running with Jess and Amy. From serving as secretary on the board of directors to photographing Inspired Interviews to assisting with graphic design needs, we went from dream to reality with a small, physical shop by the end of the first year.
COLLATERAL
Social media imagery, Inspired Interview photography, fundraising materials, poster designs, Sweet Art Show event collateral.
Type
Lettering
Solution
I worked through a 100-day challenge practicing hand lettering and script.
Tactics
Transfer from paper to digital then cleaned up in Illustrator.
TYPE
Side Project
OBJECTIVE
To photograph seniors in a unique, bright, and colorful way that emits their personalities and individual beauty.
SOLUTION
My style of photography involves slightly blowing out the image to bring as much brightness to the photo as possible in order to emphasize colors and textures. Seniors are my favorite to shoot. They are eager to have their photo taken, and they bring so many ideas and unique personalities to the scene. Their outfits were always way cooler than mine, and they naturally knew how to pose.
NOTES
I managed my Cache Vie Photography business from 2009-2012, shooting with a Nikon D40 (cute, right?). I often utilized the “surprise and delight” marketing concept - surprising clients with booklets, welcome packets, free prints, and more with their sessions.
