Institutional Brand Partnership

Developed the creative concept and launch campaign for the Carle Illinois College of Medicine, a first-of-its-kind medical school created through a partnership between Carle Health and the University of Illinois. The challenge was to introduce a new institution while balancing the priorities, brand standards, and expectations of two large and highly visible organizations. Working closely with stakeholders across healthcare, higher education, and executive leadership, I developed a visual campaign that reflected the intersection of medicine and engineering—where human biology, clinical care, technology, and innovation converge to advance the future of healthcare. The work required building consensus among diverse audiences and presenting creative recommendations to senior leaders, including university and health system executives. The resulting campaign helped establish the College's identity, communicate its unique mission, and generate excitement around a groundbreaking approach to medical education.