Role: Art Direction, Creative Lead, Campaign Development, Copywriter

Ease of Ordering is a fully integrated campaign showcasing Foundation Medicine’s innovations in customer experience and ordering. It highlights the wraparound service provided beyond testing alone, with brand portraits of healthcare workers and support staff reflecting the audience. Thoughtful visual design reinforces clarity and ease of use, giving the sales team a cohesive, high-impact tool to share confidently.

My Contribution:

• Led the overall creative vision and campaign strategy

• Campaign copywriting

• Directed the visual identity and system, including photoshoot

• Oversaw tactical execution across channels, ensuring consistency