Project Overview

A Hybrid Campaign for 2020’s Year of the Nurse

Client: Internal c-suite and communications teams
Type: Themed recognition campaign during COVID-era Nurses Week
Context: Remote workforce, physical distancing, limited access to in-person events or live activations

Scope of Work

  • Posters (for clinics and care environments)

  • Custom enamel pins (sent as keepsakes)

  • Branded mailers

  • Social media profile frames

  • Executive appreciation letters

  • Magnets

  • Computer login/welcome screens

  • Printable coloring page for team break rooms or at-home family use

  • In the middle of the COVID-19 pandemic, we had to find a way to recognize and celebrate frontline nurses—without gathering, without events, and with most teams working remotely. The campaign needed to feel energizing, inclusive, and heroic, capturing the spirit of those on the front lines while delivering a message of appreciation that could be felt across both physical and digital spaces.

  • The creative direction was inspired by classic pop art and comic book aesthetics, playing off the widely recognized idea of nurses as superheroes. I developed a bold, upbeat visual system using halftones, bright primaries, speech bubbles, and retro textures—bringing energy and clarity to every asset.

    Each deliverable was optimized for accessibility:

    • Digital assets were formatted for both internal tools and public-facing social platforms

    • Print files were prepared with exact specs to ensure production consistency across vendors and office printers

    • Tangible items like enamel pins and magnets were designed with limited run production in mind, ensuring quality while staying within budget

  • Deliverables were created using using Illustrator, Photoshop, and InDesign, with cross-team collaboration to align on tone and deployment timelines.

Client Feedback

“You found a way to make this feel fun and connected when everything else felt heavy. The superhero theme landed perfectly, and the mix of physical and digital assets made it feel personal even from a distance.”

Results

  • The campaign reached field and remote teams across dozens of care environments, bridging the physical/digital gap

  • Nurses responded positively to the fun, colorful tone—many wore pins and posted with frames long after the week ended

  • Internal stakeholders praised the campaign’s ability to feel joyful, timely, and brand-aligned during a difficult year

  • The CEO named this one of his favorite campaigns since joining the company, specifically citing the visual theme and creative execution