Editorial Campaign
An annual report and supporting campaign for a national healthcare company, combining custom photography, publication design, and motion.
Brand
Overview
With nearly 200 hospitals and more than 2,500 sites of care, HCA Healthcare is one of the nation’s leading healthcare providers. During COVID-19, its annual report needed to convey that scale without losing sight of the people behind the numbers.
The creative strategy balanced visual impact with restraint, remaining sensitive to the uncertainty and human weight of the moment. Building on HCA Healthcare’s identity, the direction brought clinical outcomes, workforce initiatives, public policy, community investment, and individual stories into one cohesive publication and campaign.
My Role
I led the art direction and design across the project, establishing the editorial system design and photoshoot direction. The work was developed in collaboration with creative leadership, internal communications, and executive leadership throughout review and final approval.
Custom Photography
The photography aimed to capture the character and resilience of the people behind the organization while remaining sensitive to the uncertainty and emotional weight of the COVID-19 pandemic.
- Art Direction
- Bethany Hagans, Kyle Peck
- Photographer
- Abigail Bobo
Editorial Direction
Expanding on HCA Healthcare’s established visual identity, I set the art direction for the report, creating a flexible system of hierarchy and layout that moved between dense reporting, feature narratives, photography, and statistics.
The final publication was shaped through close collaboration with creative management, communications, and executive leadership.
Extractions from Summary Video
Full Report
