2021
May
Turning the guidelines into brand experiences
As Creative Director for Mayo Clinic Laboratories, I established a bold, cohesive brand identity through new guidelines — while fostering cross-team collaboration and delivering high-impact creative across every touchpoint. While we understood why we needed defined branding, bringing it to life required strategic clarity and intentional focus. We aligned our efforts around four essential questions: Who is Mayo Clinic Laboratories (MCL)? What does MCL look like? How does MCL stand out? And where does MCL show up? These pillars guided the launch of the design, visual identity, and messaging to ensure the brand was not only distinctive, but connected to its purpose and audience.
Who is MCL?
Begin an audit of current marketing initiatives.
How does MCL stand out?
Combining new visual elements into impactful designs across every touchpoint.
What does MCL look like?
Curate image libraries aligned with the guidelines to bring the vision to life.
Where does MCL show up?
Global Field Staff Meeting the perfect stage to unveil a new identity to 350+ MCL employees.
2024