Hoag Brand System
Building a brand system capable of supporting a complex healthcare organization.
I refined Hoag's visual identity, built standards and templates for the organization, and reshaped the processes behind the work. The aim was a shared creative language supported by clear decisions, practical tools, and a more coordinated team.
Role
Creative direction, design systems, and creative operations
Focus
Identity refinement, standards, reusable tools, and review processes
Touchpoints
Figma guidelines, executive presentations, letterhead, logo lockups, signage, and digital communications
Proof
Organization-wide templates, a shared review process, and clearer project intake
Challenge
The brand needed enough consistency to feel unmistakable, and enough flexibility to support a large healthcare ecosystem.
Hoag's creative expression had to work across very different moments: institute campaigns, service-line communications, editorial storytelling, event environments, patient-facing emails, out-of-home, and internal team execution. The opportunity was to move from one-off design solutions toward a shared system that could make the organization feel clearer, more elevated, and more connected.
Approach
Create the rules, then prove they could live.
Hoag already had colors and typefaces, but they needed refinement to work more effectively together. I established the final look and feel, created usable brand standards, and built a consistent logo lockup system. The work extended into PowerPoint templates used by executives, letterhead, and guidance for applying the logo and lockups to street and building signage.
The goal was not to make every touchpoint identical. The goal was to make every touchpoint feel like it belonged to the same organization, with the right amount of expression for the moment.
System in use
The brand standards became a foundation for many kinds of work, not a static document.
I paired the visual standards with practical ways to connect communications. Introducing QR codes and trackable URLs created clearer routes to information for patients and staff, while laying the groundwork for tracking engagement and evaluating the work. This page focuses on the shared standards and tools; individual campus and campaign stories can show their application in greater depth.
Creative operations / 2025-2026
A clearer system for making the work, too.
In 2025, I restructured creative review into two purposeful stages: a Tuesday working session with me and the lead strategist, followed by a focused Thursday review with the CMO. Shared presentation decks, agendas, time limits, and project-manager notes gave the team one place to find feedback and decisions.
I also worked with our project manager to introduce a structured video-request process, evaluating objectives, intended use, capacity, and stakeholder priorities before CMO approval. For physician videos, I initiated a conversation with our vendor to streamline feedback that had become fragmented across email threads.
In 2026, I set up Asana across the marketing department. Alongside the brand standards, these changes established a more organized foundation for briefing, reviewing, and delivering creative work.
Outcome
A clearer creative foundation for a complex organization.
The work gave Hoag a defined visual language, templates used across the organization, and a structured creative-review rhythm. My contribution extended beyond the individual deliverables to the conditions that help teams create consistent, purposeful work together.