concept & strategy – Kaiser Permanente
Nurses week
As recurring brief to celebrate some of our most essential employees during this annual week of national recognition, it’s one of the most meaningful projects I work on. The creative challenge changes every year because the context does too, but the goal is always the same: find a way to make that recognition resonate.
ROLE
Visual concept development, animation, some production design
AUDIENCE
Kaiser Permanente nurses and colleagues
DELIVERABLES
Visual concept, and for yearly theme,
2021 — an impossible brief
In 2021, nurses weren't just working — they were carrying the weight of a pandemic that had redefined what it meant to show up every day. The recognition campaign needed to match that gravity.
The concept was simple and radical at the same time: make every nurse feel individually seen, while capturing the power of what they were doing collectively.
facility banners
26000+ names
That idea took two forms. A print banner listed every single nurse's name — not a stock photo, not a tagline, just names filling the frame. A reminder that behind every shift was a real person. I did the final production design in addition to the concept.
Animated video
The same idea moved into motion through a video where each nurse became a dot — abstract and individual, but part of something larger. As the dots gathered and moved together, the video recognized the collective contribution during an impossible time. I did the animation for this video.
2026 — an empowered moment
This year's theme arrived at a different moment. Nurses weren't just surviving — many KP hospitals were on the path to Magnet recognition, a distinction that reflects what the nursing profession has always known about itself. The campaign needed to rise to meet that energy.
Three of my directions were developed and presented, in addition to those of 2 other designers.
Joyful and celebratory
The first repurposed a bold, celebratory direction originally conceived for the Aging Well Summit — candid photos of nurses in scrubs but in a portrait studio with graphic type. We loved this concept and t
(See the Aging Well Summit case study.)