At a Glance
Selected work
- RebrandHelped develop the rebrand and led cross-functional implementation.
- RecordLevels of engagement for patient communications and social content
- MillionsOf impressions generated across paid/earned media
The Challenge
In 2021, DuPage Medical Group—a fast-growing multi-specialty healthcare organization—recognized that its name no longer reflected its ambition or geographic reach after 50+ years of work. The brand was county-bound in name, while the business aimed for regional and national growth.
More than a name change, the organization needed a new identity and purpose to unify employees and resonate with patients in a reimagined care model.
The Approach
As Director of Strategic Initiatives, I operated at the intersection of brand, strategy, and culture. I was a core team member in the year-long effort to rebrand the organization – helping shape the new name, identity, purpose, and brand promise. Once defined, I led cross-functional efforts to embed the brand across the organization’s systems, people, and touchpoints.
Visioning
Partnered with Edelman and executive leadership to develop the brand narrative and visual identity.
Implementation
Served as quarterback for rollout across dozens of departments.
Internal Systems
Updated EMR systems, digital platforms, and physical signage.
Culture Building
Operationalized the brand internally so employees could live it and patients could feel it.
My Signature Move
My signature move was treating “brand” not just as a marketing asset, but as a cultural operating system. This project was a blend of vision and execution, helping shape a brand that inspired while building the systems needed to bring it to life.