As an Art Director intern in HLK’s Launchpad program, I helped lead the creative strategy for HSHS St. Elizabeth’s—a hospital facing reputational challenges as a “small-town” provider. Our goal: increase orthopedic appointments by 20% by showing active families they don’t have to choose between expert care and community comfort. I collaborated with writers and strategists to concept and execute a campaign that positioned St. Elizabeth’s as the trusted path back to activity. From initial ideation to final pitch, I shaped visual direction and storytelling, gaining hands-on agency experience and building work that lives in the real world.

Disciplines:

Art Direction, Branding

Tools:

Illustrator, Photoshop, Indesign

    • We understand the risks of knee injuries
      and trauma. Whether your son is benched this soccer season or your parent struggles to walk unassisted, any condition is a reason to seek help. Our orthopedic doctors provide compassionate and specialized care for every member of the family, and our innovative technology helps diagnose and repair a variety of knee injuries. Because we are a community resource, you have access to patient-centered treatment close to home. And we will celebrate with you when your son scores the winning goal for his team or when your mom completes her first marathon pain-free. You can trust St. Elizabeth’s Orthopedic Team to care for your loved ones
      so they can .....

    • Warm and Simple Language

    • Work & Service Focused 

    • Highlights Knee Care

    • Caregivers POV 

    • Emphasizes St. Elizabeth’s OrthopedicsQuality Care as a Community Resource

  • St. Elizabeth’s Hospital is being overlooked by patients who seek big hospitals with world-renowned reputations. As a result
    the team needed to prove to patients that we offer the same high-quality services while also providing the community they need
    to heal.

    Barriers to Overcome:
    Proximity - To maximize our budget,we need to focus on asmaller audience andconnect with them
    Terminology - Patients say, “I need a doctor who can fix my knee” not,“I need an orthopedic”

  • Increase orthopedic appointments from new patients at St. Elizabeth’s by 20% beginning August 1, 2024.

  • Break the orthopedics department into its six service areasFocus on knees for the first campaignRepeat for each of the other five categories

    to

    St. Elizabeth’s becomes well-known for its exceptional knee care and people start to refer others to us, which furthers the growth
    of orthopedic categories

  • The caregivers of the O’Fallon, Illinois area, around 30 to 50 years old, have active children and busy life styles are
    experiencing the challenge of a knee injury and must decide if they want to find a local hospital or travel to a big city.

    InsightWith such a long physical and emotional journey ahead, patients with knee injuries do not want to feel the strain
    of having to sacrifice care for expertise or community for technology.

    • SFX: Referee whistle. Sports announcer says,
      “Player 33 is down!” Kid groans.

      VO: Has your winning athlete been tackled with a knee injury?
      St. Elizabeth’s orthopedic specialists provide care for every member of the
      family, and our innovative technology helps diagnose and repair a variety
      of knee injuries. We provide big city care, close to home. With St. Elizabeth’s Orthopedics, your athlete can win again.

      SFX: Sounds of crowd cheering and a referee shouting, “Goalllll!”
      VO: Visit STEorthopedics.org to explore your care options. That’s
      STEorthopedics.org. St. Elizabeth’s Orthopedics, Return Better.

    • SFX: Soft music playing throughout.

      VO: Fact: 1 in 4 adults will experience knee pain this year. Another fact,
      St. Elizabeth’s Orthopedics have over 140 years of caring for your community. With our nationally recognized orthopedic specialists and innovative treatment, you can access big city care close to home. When knee pain comes, we’ll be here to give you compassionate care and ready relief. Visit STEorthopedics.org to explore your care options. That’s STEorthopedics.org. St. Elizabeth’s Orthopedics, Return Better.

The Internship

  • Over the Summer of 2024, I interned as an Art Director intern in HLK’s Launchpad Internship Program, a six-week in-person experience
    at their St. Louis office. I collaborated with a team of interns across disciplines copywriters, and strategists, to create concepts and execute creative solutions for real
    client projects. From ideation to presentation, I helped shape the visual direction and brought campaign ideas to life in a fast-paced agency setting. The experience
    gave me firsthand insight into the advertising industry and allowed me to grow my leadership, creative thinking, and teamwork skills while building a strong portfolio
    of real-world work.