Information Services | Brand Identity and Strategic Marketing Playbook
Transforming IS from hidden support to strategic brand partner for Texas Children’s Hospital
Workflow
Interviews/surveys/workshop
Synthesis
Design
Testing
Role
Creative Director
Brand Designer
Time
2025
5 months
Product
Logo + Guidelines
Marketing Playbook
Workflow
Interviews/surveys/workshop
Synthesis
Design
Testing
Role
Creative Director
Brand Designer
Time
2025
5 months
Product
Logo + Guidelines
Marketing Playbook
Workflow
Interviews/surveys/workshop
Synthesis
Design
Testing
Role
Creative Director
Brand Designer
Time
2025
5 months
Product
Logo + Guidelines
Marketing Playbook
Metrics
Business
↑ Internal awareness
↑ Communication channel engagement
↑ Brand application consistency
↑ Perceived strategic value
User
↑ User engagement
↑ Perceived support quality
↑ Brand alignment score
Metrics
Business
↑ Internal awareness
↑ Communication channel engagement
↑ Brand application consistency
↑ Perceived strategic value
User
↑ User engagement
↑ Perceived support quality
↑ Brand alignment score
Metrics
Business
↑ Internal awareness
↑ Communication channel engagement
↑ Brand application consistency
↑ Perceived strategic value
User
↑ User engagement
↑ Perceived support quality
↑ Brand alignment score
Overview
This project showcases my approach to brand transformation through stakeholder insights, strategic design thinking, and narrative-driven solutions. In collaboration with a Design Strategist and a Brand & Marketing Strategist, we repositioned Texas Children's Hospital Information Services from a department-centric identity to a user-focused, human-centered brand. The refreshed identity conveys empathy, clarity, and a forward-looking approach.
Overview
This project showcases my approach to brand transformation through stakeholder insights, strategic design thinking, and narrative-driven solutions. In collaboration with a Design Strategist and a Brand & Marketing Strategist, we repositioned Texas Children's Hospital Information Services from a department-centric identity to a user-focused, human-centered brand. The refreshed identity conveys empathy, clarity, and a forward-looking approach.
Overview
This project showcases my approach to brand transformation through stakeholder insights, strategic design thinking, and narrative-driven solutions. In collaboration with a Design Strategist and a Brand & Marketing Strategist, we repositioned Texas Children's Hospital Information Services from a department-centric identity to a user-focused, human-centered brand. The refreshed identity conveys empathy, clarity, and a forward-looking approach.
Interviews / surveys / workshop
We conducted interviews, surveys, and a workshop with IS leaders, IT teams, and clinicians to understand brand perception. This process uncovered key strengths, pain points, and misalignments in how IS is viewed internally and externally, providing the foundation for refining its brand identity and strategic positioning.
Interviews / surveys / workshop
We conducted interviews, surveys, and a workshop with IS leaders, IT teams, and clinicians to understand brand perception. This process uncovered key strengths, pain points, and misalignments in how IS is viewed internally and externally, providing the foundation for refining its brand identity and strategic positioning.
Interviews / surveys / workshop
We conducted interviews, surveys, and a workshop with IS leaders, IT teams, and clinicians to understand brand perception. This process uncovered key strengths, pain points, and misalignments in how IS is viewed internally and externally, providing the foundation for refining its brand identity and strategic positioning.
Synthesis
Our synthesis revealed that while IS is trusted and mission-driven, its brand feels inconsistent, impersonal, and overly transactional. Stakeholders struggle to see IS as a strategic partner, and internal branding lacks clarity. To bridge this gap, IS needs cohesive messaging, a modernized identity, and clearer communication to reinforce its expertise, innovation, and collaborative role within TCH.
Synthesis
Our synthesis revealed that while IS is trusted and mission-driven, its brand feels inconsistent, impersonal, and overly transactional. Stakeholders struggle to see IS as a strategic partner, and internal branding lacks clarity. To bridge this gap, IS needs cohesive messaging, a modernized identity, and clearer communication to reinforce its expertise, innovation, and collaborative role within TCH.
Synthesis
Our synthesis revealed that while IS is trusted and mission-driven, its brand feels inconsistent, impersonal, and overly transactional. Stakeholders struggle to see IS as a strategic partner, and internal branding lacks clarity. To bridge this gap, IS needs cohesive messaging, a modernized identity, and clearer communication to reinforce its expertise, innovation, and collaborative role within TCH.
Logo Design
I explored 100+ sketches grounded in stakeholder insights and refined 25 top concepts. From there, I presented three distinct directions to the leadership panel. I recommended the human-centered approach, which received unanimous approval. The final geometric mark draws from hospital wayfinding to convey clarity and motion, forming both an abstract "IS" and a symbolic human figure at its core.
Logo Design
I explored 100+ sketches grounded in stakeholder insights and refined 25 top concepts. From there, I presented three distinct directions to the leadership panel. I recommended the human-centered approach, which received unanimous approval. The final geometric mark draws from hospital wayfinding to convey clarity and motion, forming both an abstract "IS" and a symbolic human figure at its core.
Logo Design
I explored 100+ sketches grounded in stakeholder insights and refined 25 top concepts. From there, I presented three distinct directions to the leadership panel. I recommended the human-centered approach, which received unanimous approval. The final geometric mark draws from hospital wayfinding to convey clarity and motion, forming both an abstract "IS" and a symbolic human figure at its core.
Brand Guidelines
To ensure clarity, consistency, and adoption, I designed a comprehensive brand guide covering logo use, voice and tone, color, typography, and application examples. The system strikes a balance between approachability and precision, positioning IS as a collaborative and strategic partner. Every element was created to scale across digital, print, and environmental touchpoints while reinforcing the brand’s human-centered foundation.
Brand Guidelines
To ensure clarity, consistency, and adoption, I designed a comprehensive brand guide covering logo use, voice and tone, color, typography, and application examples. The system strikes a balance between approachability and precision, positioning IS as a collaborative and strategic partner. Every element was created to scale across digital, print, and environmental touchpoints while reinforcing the brand’s human-centered foundation.
Brand Guidelines
To ensure clarity, consistency, and adoption, I designed a comprehensive brand guide covering logo use, voice and tone, color, typography, and application examples. The system strikes a balance between approachability and precision, positioning IS as a collaborative and strategic partner. Every element was created to scale across digital, print, and environmental touchpoints while reinforcing the brand’s human-centered foundation.
Applications
The new IS brand was extended across a variety of internal and external touchpoints to ensure consistency and visibility. Sample applications included swag, posters, social media assets, collateral, app icons, and internal tools. Each element reinforced the updated brand attributes of clarity, trust, and innovation, helping shift perception of IS from a back-end service to a visible, strategic partner.
Applications
The new IS brand was extended across a variety of internal and external touchpoints to ensure consistency and visibility. Sample applications included swag, posters, social media assets, collateral, app icons, and internal tools. Each element reinforced the updated brand attributes of clarity, trust, and innovation, helping shift perception of IS from a back-end service to a visible, strategic partner.
Applications
The new IS brand was extended across a variety of internal and external touchpoints to ensure consistency and visibility. Sample applications included swag, posters, social media assets, collateral, app icons, and internal tools. Each element reinforced the updated brand attributes of clarity, trust, and innovation, helping shift perception of IS from a back-end service to a visible, strategic partner.
Testing
I tested the brand by gathering stakeholder feedback from IS teams, leadership, and clinicians to ensure alignment. A visual consistency check confirmed correct application across materials. A pilot rollout in newsletters and internal portals tracked engagement, and a before-and-after survey measured shifts in IS’s perception as a strategic partner.
Testing
I tested the brand by gathering stakeholder feedback from IS teams, leadership, and clinicians to ensure alignment. A visual consistency check confirmed correct application across materials. A pilot rollout in newsletters and internal portals tracked engagement, and a before-and-after survey measured shifts in IS’s perception as a strategic partner.
Testing
I tested the brand by gathering stakeholder feedback from IS teams, leadership, and clinicians to ensure alignment. A visual consistency check confirmed correct application across materials. A pilot rollout in newsletters and internal portals tracked engagement, and a before-and-after survey measured shifts in IS’s perception as a strategic partner.
“The new identity finally reflects the work we actually do.”
“The new identity finally reflects the work we actually do.”
“The new identity finally reflects the work we actually do.”
Testimonial
“William's work was always in conversation with the broader brand truths we were uncovering, never surface-level, always intentional. His collaborative spirit, openness to iteration, and calm leadership made the creative process not just effective but enjoyable.”
— Jasmine Ballard, Design Strategist, Texas Children's Hospital
“William's work was always in conversation with the broader brand truths we were uncovering, never surface-level, always intentional. His collaborative spirit, openness to iteration, and calm leadership made the creative process not just effective but enjoyable.”
— Jasmine Ballard, Design Strategist, Texas Children's Hospital
Phase 2: Marketing Playbook
With the new brand in place, the next challenge was translating it into actionable campaigns. Through another series of stakeholder interviews and a targeted workshop, we developed a strategic storytelling framework. My role was to transform complex marketing strategies into clear, engaging visuals, design journey maps, craft persona templates, and create informative infographics. In just two weeks, I delivered a 108-page Strategic Marketing Playbook, leveraging a highly efficient, AI-accelerated workflow.
Phase 2: Marketing Playbook
With the new brand in place, the next challenge was translating it into actionable campaigns. Through another series of stakeholder interviews and a targeted workshop, we developed a strategic storytelling framework. My role was to transform complex marketing strategies into clear, engaging visuals, design journey maps, craft persona templates, and create informative infographics. In just two weeks, I delivered a 108-page Strategic Marketing Playbook, leveraging a highly efficient, AI-accelerated workflow.
Phase 2: Marketing Playbook
With the new brand in place, the next challenge was translating it into actionable campaigns. Through another series of stakeholder interviews and a targeted workshop, we developed a strategic storytelling framework. My role was to transform complex marketing strategies into clear, engaging visuals, design journey maps, craft persona templates, and create informative infographics. In just two weeks, I delivered a 108-page Strategic Marketing Playbook, leveraging a highly efficient, AI-accelerated workflow.
Story-First Visual System
To visualize a complex system of personas, journeys, and KPIs, I created a modular design library, journey map templates, infographic sets, iconography, and flexible layout structures. This allowed me to quickly assemble clear and engaging visuals that aligned perfectly with the strategic storytelling framework.
Story-First Visual System
To visualize a complex system of personas, journeys, and KPIs, I created a modular design library, journey map templates, infographic sets, iconography, and flexible layout structures. This allowed me to quickly assemble clear and engaging visuals that aligned perfectly with the strategic storytelling framework.
Story-First Visual System
To visualize a complex system of personas, journeys, and KPIs, I created a modular design library, journey map templates, infographic sets, iconography, and flexible layout structures. This allowed me to quickly assemble clear and engaging visuals that aligned perfectly with the strategic storytelling framework.
AI-Accelerated Imagery
To rapidly produce over 60 realistic, HIPAA-safe visuals, I leveraged a strategic AI workflow. First, I used AI to synthesize complex stakeholder data and generate targeted recommendations for image concepts. From these insights, I created precise image prompts, which were fed into Midjourney to generate photo-realistic visuals aligned to our storytelling framework. Finally, I refined the selected images in Photoshop, correcting any imperfections and ensuring consistency. This method provided highly customized, human-centered imagery at a fraction of the time and cost of traditional photography or stock image sourcing.
AI-Accelerated Imagery
To rapidly produce over 60 realistic, HIPAA-safe visuals, I leveraged a strategic AI workflow. First, I used AI to synthesize complex stakeholder data and generate targeted recommendations for image concepts. From these insights, I created precise image prompts, which were fed into Midjourney to generate photo-realistic visuals aligned to our storytelling framework. Finally, I refined the selected images in Photoshop, correcting any imperfections and ensuring consistency. This method provided highly customized, human-centered imagery at a fraction of the time and cost of traditional photography or stock image sourcing.
AI-Accelerated Imagery
To rapidly produce over 60 realistic, HIPAA-safe visuals, I leveraged a strategic AI workflow. First, I used AI to synthesize complex stakeholder data and generate targeted recommendations for image concepts. From these insights, I created precise image prompts, which were fed into Midjourney to generate photo-realistic visuals aligned to our storytelling framework. Finally, I refined the selected images in Photoshop, correcting any imperfections and ensuring consistency. This method provided highly customized, human-centered imagery at a fraction of the time and cost of traditional photography or stock image sourcing.
Data-to-Infographic Pipeline
To streamline the synthesis and infographic design process, I leveraged generative AI as a strategic collaborator. I fed the raw page content into ChatGPT, allowing the AI to identify core insights and recommend clear, digestible visualizations quickly. From these AI-generated ideas, I either selected concepts directly or used them as starting points for further refinement. For iconography, I selected the robust Fluent UI System Icons, working closely with ChatGPT to rapidly identify relevant options. This approach dramatically accelerated the design process, cutting multiple days of manual synthesis down to mere hours.
Data-to-Infographic Pipeline
To streamline the synthesis and infographic design process, I leveraged generative AI as a strategic collaborator. I fed the raw page content into ChatGPT, allowing the AI to identify core insights and recommend clear, digestible visualizations quickly. From these AI-generated ideas, I either selected concepts directly or used them as starting points for further refinement. For iconography, I selected the robust Fluent UI System Icons, working closely with ChatGPT to rapidly identify relevant options. This approach dramatically accelerated the design process, cutting multiple days of manual synthesis down to mere hours.
Data-to-Infographic Pipeline
To streamline the synthesis and infographic design process, I leveraged generative AI as a strategic collaborator. I fed the raw page content into ChatGPT, allowing the AI to identify core insights and recommend clear, digestible visualizations quickly. From these AI-generated ideas, I either selected concepts directly or used them as starting points for further refinement. For iconography, I selected the robust Fluent UI System Icons, working closely with ChatGPT to rapidly identify relevant options. This approach dramatically accelerated the design process, cutting multiple days of manual synthesis down to mere hours.
Rapid Layout & Impact
Leveraging Figma component libraries and AI-assisted content, I rapidly assembled the playbook layout, delivering the full 100+ page PDF 36 hours ahead of schedule. The streamlined workflow reduced production time by approximately 80% compared to previous projects of similar scope. The final asset required no template or system changes post-handoff, enabling immediate use by stakeholders without additional design revisions.
Rapid Layout & Impact
Leveraging Figma component libraries and AI-assisted content, I rapidly assembled the playbook layout, delivering the full 100+ page PDF 36 hours ahead of schedule. The streamlined workflow reduced production time by approximately 80% compared to previous projects of similar scope. The final asset required no template or system changes post-handoff, enabling immediate use by stakeholders without additional design revisions.
Rapid Layout & Impact
Leveraging Figma component libraries and AI-assisted content, I rapidly assembled the playbook layout, delivering the full 100+ page PDF 36 hours ahead of schedule. The streamlined workflow reduced production time by approximately 80% compared to previous projects of similar scope. The final asset required no template or system changes post-handoff, enabling immediate use by stakeholders without additional design revisions.
“Saved us two weeks of design labor.”
“Saved us two weeks of design labor.”
“Saved us two weeks of design labor.”
Work
Design case studies
These case studies were selected to highlight the way I approach strategy, storytelling, and user-centered design across branding, marketing, and UX.
Work
Design case studies
These case studies were selected to highlight the way I approach strategy, storytelling, and user-centered design across branding, marketing, and UX.
Work
Design case studies
These case studies were selected to highlight the way I approach strategy, storytelling, and user-centered design across branding, marketing, and UX.
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Thanks for taking the time to check out my portfolio
Thanks!
Thanks for taking the time to check out my portfolio
Thanks!
Thanks for taking the time to check out my portfolio