Creative direction and brand leadership for a nationally recognized orthopedic hospital —transforming complex information into clear, accessible, and consistent communications across six locations.

Hospital for Special Surgery

Role Senior Graphic Designer / Art Director

Focus Creative Direction, Brand Governance and Production Leadership

Client Hospital for Special Surgery

Tenure: 2018–2025

03

Publication & Information Design

Scope of Work

01

Brand Strategy & Governance

02

Creative Direction

04

Environmental & Digital Signage

05

Workflow & Production Leadership

06

Cross-Functional Collaboration

01

CHALLENGE

Scaling a Unified Brand

Hospital for Special Surgery managed a high volume of communications across six locations, multiple departments, and diverse audiences. The challenge was to maintain clarity, consistency, and efficiency across patient-facing, clinical, marketing, research, and internal materials while supporting a hospital-wide rebrand.

I translated the evolving identity into a practical visual system—establishing templates, standards, and production processes that could be applied consistently across print, digital, environmental, and event communications.

02

APPROACH

Creative Direction & Execution

I collaborated with physicians, researchers, Human Resources, Nursing, Social Work, Sports Marketing, Patient Care, IT and external vendors to transform complex information into accessible, brand-aligned communications.

I led projects from concept through final production, including brand guidelines, patient education, research publications, onboarding materials, campaigns, event environments, and digital signage for major sports partnerships. Every deliverable balanced accessibility, accuracy, visual impact, and production quality.

Mulit-media Design Publications

Designed and produced long-form resources, onboarding guides, rehabilitation materials, and institutional publications that made complex information easier to understand, navigate, and use.

Results Built Through Leadership and Systems

  • Led the end-to-end delivery of 1,600+ creative projects annually across marketing, patient care, research, Human Resources, and internal communications.

  • Directed and mentored three in-house designers while coordinating a workflow of more than 2,500 incoming requests.

  • Reduced production costs by 40% through streamlined layouts, improved workflows, and strategic print and vendor management.

  • Strengthened brand consistency across six locations through scalable templates, guidelines, and production standards.

  • Centralized collaboration through Monday.com and SharePoint, improving project visibility, approvals, and team accountability.

  • Created cohesive brand experiences across publications, campaigns, events, environmental graphics, and digital signage.

40%

3

Lead Annual Projects

Reduction in Production Costs

03

OUTCOME

Locations Supported

1,600+

Designers Led

6