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Marketing Design
OOH
Enterprise Campaign & OOH System
Enterprise-scale campaign system. 300+ centers. 15 states. Zero per-market rework.
Year
2025
Client
Humana - CenterWell • Conviva
Industry
Healthcare
Roles
Lead Designer
Credits
Creative Strategists: Audrey Fox, Christina Searcy, Madeline Seelhammer, Sarah Hamilton, Stephanie Mertes
Copywriters: Lindsay Rush, Sarah Kiino
Client
CenterWell, Humana’s primary care brand, needed a physical campaign presence that could deploy simultaneously across hundreds of care centers in multiple markets, without a designer in the loop for every location.
Challenge
At 300+ centers across 15 states, you can’t customize per market and still meet a deadline. The system needed to be flexible enough for local nuance but structured enough that any market could deploy it correctly, independently, and on-brand, every time.
Opportunity
How might we design a campaign system that scales to 300+ locations without losing brand quality, or requiring a designer at every deployment?
Key Decisions
Modular collateral, not custom layouts
Designed every piece, billboards, window clings, in-take materials, brochures, benefit guides, as a modular system. Swappable components meant market-specific versions without starting from scratch.
Self-distributable by design
Built for non-designers to deploy. File architecture, naming conventions, and template logic were structured so individual markets could execute without a creative handhold.
Mobile-first philosophy, physical execution
The campaign’s messaging, same-day appointments, 24/7 access, care that comes to you, was translated into physical materials that felt as immediate and accessible as the digital brand.
Structured data workflows
Reduced production hours by 23% by rebuilding the asset production process, structured data workflows and end-user templates replaced manual, one-off file handling.
Outcome
A brand presence at enterprise scale, deployed without rework, consistent without micromanagement, and built to keep running without the designer in the room.