Lead enterprise brand management initiatives supporting one of Georgia's largest integrated healthcare systems. Partner with marketing, communications, executive leadership, IT, legal, and external vendors to ensure consistent brand experiences across hospitals, service lines, and corporate communications.
Brand Governance & Enterprise Design
For more than six years, I helped launch, grow, and protect the Wellstar brand during a period of significant transformation and expansion. Joining the organization just before the rollout of its new enterprise brand, I became part of the team responsible for bringing the new identity to life across one of Georgia's largest healthcare systems. My role quickly expanded beyond creative design to include brand governance, creative operations, digital asset management, advertising, vendor partnerships, and the development of scalable systems that empowered teams while protecting brand consistency.
Working across marketing, communications, executive leadership, clinical teams, agencies, and external partners, I focused on creating processes that improved efficiency, strengthened governance, and ensured every customer touchpoint reflected a unified brand experience.
Building a Scalable Brand System
As Wellstar expanded, maintaining consistency across hospitals, service lines, and departments became increasingly important. I helped develop and maintain enterprise brand standards, established creative review and approval processes, and partnered with marketing teams and vendors to ensure every communication aligned with Wellstar's visual identity. Nearly every major print initiative passed through the Brand team for final approval before production.
Beyond governance, I focused on creating scalable systems that empowered departments to produce on-brand materials while reducing inconsistencies, improving production efficiency, and protecting the integrity of the Wellstar brand.
Brand Resource Center
Following the launch of Wellstar's new enterprise brand, I helped build and co-manage the Brand Resource Center in Frontify, creating a centralized destination for logos, brand guidelines, downloadable assets, and marketing resources. Working alongside my team, we developed the workflows, governance, and processes needed to successfully launch and continually expand the platform as adoption grew across the organization.
The Brand Resource Center became the foundation of Wellstar's enterprise brand governance strategy, providing employees with a single source of truth for approved assets while laying the groundwork for a more comprehensive enterprise template management system.
Enterprise Template Management
As demand for self-service marketing tools increased, I helped lead the development of Wellstar's branded template program. Together with my team, we created and maintained a growing library of editable print and digital templates in Canva, enabling departments to produce professional, on-brand communications while reducing the need for custom design support.
As the library continued to grow, I helped guide the transition from Canva back into Frontify's integrated template platform, overseeing the recreation of more than 200 branded templates while coordinating workflows, testing, and implementation. Bringing templates, brand guidelines, and digital assets together into one platform created a more streamlined user experience while strengthening governance through improved controls and approval processes.
Digital Asset Management
Brandfolder served as Wellstar's enterprise Digital Asset Management system, housing logos, marketing collateral, photography, video, signage, headshots, and other approved brand assets. I developed the organizational structure, upload processes, metadata standards, and file management workflows that kept the library accurate, searchable, and easy to navigate.
Close collaboration with photographers, agencies, and internal stakeholders ensured new assets were consistently added and maintained. I also developed automated workflows and external asset portals that simplified distribution, improved accessibility, and made it easier for teams across the organization to locate approved content.
Print Advertising & Publications
Print advertising efforts spanned local, regional, and enterprise campaigns across a variety of publications. I coordinated advertising schedules, ensured all artwork met publication specifications, localized messaging when appropriate, and maintained consistency across every placement.
Advertorials were developed in partnership with content strategists, marketing directors, and executive leadership, coordinating creative development, approvals, and production to ensure each publication was delivered accurately and on schedule.
Small TALK | Pediatric Literacy Program
Partnered with the head of Pediatrics to develop the visual identity and creative direction for Small TALK, Wellstar’s pediatric literacy program supporting families with babies in the NICU. The program encourages parents and caregivers to talk, read, and sing to their babies, helping build early language connections and support healthy brain development.
I developed the Small TALK logo, visual language, and overall look and feel, creating a warm, approachable identity designed to connect with families during an important and often challenging time. I then extended the brand across brochures, flyers, banners, and additional marketing and educational collateral, creating a cohesive visual system for the program.
Promotional Merchandise & Vendor Partnerships
Strong relationships with promotional merchandise, apparel, print vendors, and production partners helped ensure every branded item reflected Wellstar's standards. I worked closely with suppliers to review products, provide creative direction, maintain quality control, and establish consistent branding across apparel, promotional merchandise, and printed materials.
These partnerships streamlined production, improved communication with vendors, and reinforced brand consistency across marketing initiatives throughout the health system.
COVID-19 Response
When COVID-19 rapidly changed the healthcare landscape, our team became one of Wellstar's primary communication resources. Virtually overnight, marketing priorities shifted from promoting services and campaigns to delivering timely, accurate public health information to patients, caregivers, and the community. As our team transitioned to working remotely, we quickly adapted our creative processes to maintain collaboration while supporting an unprecedented volume of requests. Existing advertising campaigns were paused or reimagined, with digital, print, social, and video efforts redirected to communicate evolving COVID-19 guidance and critical health information.
Working closely with executive leadership, communications, clinical teams, and marketing partners, I helped develop digital advertising, print collateral, social media campaigns, video content, internal communications, hospital signage, and patient education materials. With guidance and protocols changing daily, every project required rapid design, review, and approval while maintaining Wellstar's brand standards and ensuring information was clear, accessible, and trustworthy. The experience reinforced the importance of adaptable creative systems, strong cross-functional collaboration, and thoughtful design in helping an organization communicate effectively during a public health crisis.
Creative Leadership
Creative initiatives brought together executive leadership, marketing directors, service lines, agencies, vendors, and internal creative teams to deliver integrated campaigns across print, digital, social media, video, environmental graphics, and advertising. Alongside leading creative execution, I helped mentor designers, refine workflows, strengthen cross-functional collaboration, and identify opportunities to improve the efficiency of our creative operations.
Whether launching enterprise platforms, developing governance processes, managing creative resources, or supporting organization-wide initiatives, my focus remained on building scalable solutions that strengthened both the Wellstar brand and the teams responsible for bringing it to life.