Role: Lead Visual Designer / Art Director
Scope: Brand Strategy · Research · Art Direction · Campaign Development · Broadcast · Environmental · Digital · Print · Merchandise
Over a multi-year partnership with Gonzaba Medical Group, I have helped develop, evolve and maintain the brand across a wide range of patient, marketing and physical experiences. The work spans research, messaging, campaign development, broadcast production, environmental graphics, digital communications, merchandise and ongoing brand implementation.
As Gonzaba’s internal marketing and design capabilities have grown, our role has evolved into a collaborative partnership focused on maintaining consistency while continuing to extend the brand across new audiences, services and touchpoints.
RESEARCH & STRATEGY
Listening to the People Behind the Brand.
Ongoing brand development has been informed by research with patients, caregivers, adults approaching Medicare eligibility, former patients and insurance agents. The research examined brand awareness, competitive perception, healthcare motivators, advertising, services and positioning to help guide future marketing and communication decisions.
The Total Approach to Senior Healthcare.
Research reinforced The Total Approach to Senior Healthcare as a meaningful expression of Gonzaba’s integrated model of care. Participants responded positively to the idea of coordinated services, convenience and a broader healthcare experience built around the needs of seniors.
The research recommended continuing to define the Total Approach through primary care, multiple locations, in-house services, Physical Therapy, Urgent Care, concierge support, community events and other patient resources.
VISUAL SYSTEM
One Brand. Many Experiences.
The Gonzaba Medical Group identity extends beyond a logo into a broader visual language designed to remain recognizable across very different environments and communication needs.
Typography, color, photography, graphic elements and the brand’s distinctive mosaic pattern work together across digital communications, patient materials, campaigns and the physical clinic experience.
BRAND EXTENSIONS
Extending the Brand Beyond the Clinic.
The visual system has also been extended into branded merchandise, gifting and patient-facing materials—creating opportunities for the Gonzaba experience to live beyond traditional healthcare communications.
CAMPAIGN STORYTELLING
Turning Strategy Into Stories.
The same strategic positioning carries into Gonzaba’s broadcast and direct-response campaigns, where the Total Approach is translated into human stories tailored to specific audiences—including patients, caregivers and adults approaching Medicare eligibility.
Evolving the Message Over Time.
Across multiple enrollment cycles, the campaign platform has evolved while maintaining consistent brand cues and core positioning.
Earlier testimonial work emphasized Real People. Real Stories. Real Patients., while later campaigns continued to reinforce the Gonzaba Difference and the Total Approach to Senior Healthcare.
ONGOING BRAND STEWARDSHIP
Consistency at Every Touchpoint.
Maintaining the Gonzaba brand means adapting the system to a constant flow of communication needs without losing its identity.
From awareness campaigns and social media to print advertising, outdoor media, clinic communications and digital experiences, each application reinforces a common visual and verbal language while responding to the needs of its audience.
