AdvancePCS, Inc. was a Fortune 500 corporation that became the largest provider of pharmacy benefit management services in the nation. They served more than 75 million people – one in every four Americans – and managed 600 million prescription transactions annually. It was sold in 2004 to Caremark Rx for $7.5 billion.
I was responsible for evolving and adapting an existing visual brand during the company’s remarkable growth. With the company’s multiple divisions and subsidiaries, came a wide variety of collateral vehicles, from annual reports and advertising to calendars, newsletters and websites.
Caremark Rx is one of the nation’s premier health management solution providers to clients such as insurance carriers, Medicaid health plans, managed care organizations and Blue Cross Blue Shield. They are an industry leader in pharmacy benefit management, disease management, specialty pharmacy administration and health improvement services.
When AdvancePCS sold to Caremark, they had the makings of an identity, but it was in desperate need of a face-lift. Their identifiable “tile treatment” visual element was leveraged and given some sophistication. As it evolved, it allowed for a lot of flexibility for the company’s visual brand.
Phytel provides health care organizations with health technology to deliver timely, coordinated care to their patients. Their evidence-based chronic and preventive care protocols identify and notify patients due for care, while tracking compliance and measuring quality and financial results.
I was tasked to create new branding, starting with the company identity – around the concepts of healthcare and technology. That look-and-feel was carried throughout all collateral and website.
Caris Life Sciences
Caris Life Sciences, is focused on fulfilling the promise of personalized medicine through advanced laboratory testing, including tumor profiling and innovative blood-based cancer diagnostics. Technologies include Caris Molecular Intelligence Services, which provides the clinically relevant information oncologists need to individualize cancer treatment with advanced cancer biomarker testing and Carisome Microvesicle Technology, a revolutionary blood-based diagnostics through identification and characterization of disease-associated circulating microvesicles (cMVs).
As Creative Director, I am responsible for the oversight of creative and design direction for all areas and departments of the company, including: identities, branding, brochures, web support, tradeshows, profiles, powerpoints, guidebooks, presentations, signage, reports, requisitions, specialties, posters, etc… – working closely, when needed, on creative direction and coordination with outsourced agencies.
Body and Soul Ministries provides free medical, dental and optical care to those in foreign countries who typically go untreated. This non-profit organization was started by one man, Dr. John Bailey, who desired to volunteer his medical and dental expertise to people without access to the kind of services that are considered common in the United States. Because of his dedicated efforts, an organization of part-time volunteers and financial donors has evolved which, through their generosity, continues to make a profound difference in the lives of people around the world.
I re-branded Body and Soul in 2006 and have been blessed to be a board member, working with Dr. Bailey for the last ten years, traveling to many of the global ministries – documenting surgery camps, orphanages, disaster relief and miscellaneous mission outreach. In 2011, I redesigned the website and continue to assist him by creating newsletters, brochures, books and videos – in the effort to solicit funds and to help “tell the story” for the many donors and constituents.
The website has since been redesigned in order to incorporate some of the recent web development advances.
University of Maryland School of Pharmacy, established in 1841, is a leader in pharmacy education, scientific discovery, patient care, and community engagement. The School conducts cutting-edge research and engages in a wide variety of professional practice activities to improve the health and well-being of citizens in the state of Maryland and beyond.
The School of Pharmacy needed a new look that would carry through all of their marketing outreach, from annual reports and segment brochures to website and advertising.
Caris Foundation International is a non-profit private foundation that aids impoverished people by helping to provide for their basic needs. The name “Caris” comes from the Greek word “Χάρις” meaning grace, and it is the same root from which we get the English word “charity.” The Foundation’s work in Haiti tests for and treats infants with HIV. They also empower the poor in Malindi, Kenya, providing the tools and knowledge to care for their own families. Their focus is to help young, single mothers who have been marginalized by their communities. They offer training in nutrition, health care, child development, sexual awareness, family planning, HIV/AIDS management, personal and spiritual awareness. And also provide training in jobs such as tailoring, hair dressing and catering for these single mothers. Another focus of the Foundation is it’s medical missions, where they have sponsored surgery camps in Kenya, Indonesia, Guatemala and China.
As an adjunct function to my responsibilities of Creative Director at the parent company, Caris Life Sciences, I have the opportunity to be involved in the owner’s private foundation. I designed their website in 2011, with the concept of creating a dynamic, interactive web experience. As a privately-funded entity, soliciting donations is not it’s intention. I also design books using images I have photographed and produce videos shot on trips to their various projects around the world.
Due to the growth of the Foundation, I redesigned the website in 2015 to accommodate this expansion and to make it easier to modify. The original site was created entirely in Flash and had its limitations.
CPU, Inc. (Cassette Productions Unlimited) was a full-service provider of custom multimedia duplication, packaging, marketing and fulfillment. It’s turnkey approach provided the range of services for audio, video, CD and DVD needs for a variety of clients, such as: Stephen Covey, Tony Robbins, Suzi Orman and Deepak Chopra. It is now part of the Guthy-Renker corporation.
As Director of Marketing and Creative Director, I established a new identity and all advertising and collateral for the company and created product packaging for their many multimedia clients.
Ambassador University (College) was a privately supported Christian college in the liberal arts tradition. It began operations in 1947 in Pasadena, California. A second campus opened in 1960 near St. Albans, England and four years later a third campus commenced operations in Big Sandy, Texas, where it eventually consolidated. In 1994 the college became Ambassador University and was granted full-accredited status as a liberal arts institution. Ambassador concluded its mission to liberal arts education in 1997.
I’m going back a bit far in the archives here, but I wanted to include this enjoyable and challenging phase of my work. As Design Director and Director of Academic Publications, I managed the design, production and print-buying for all institutional publications and miscellaneous graphic needs, including: catalogs, handbooks, yearbooks, newsletters, brochures, magazines, logos, banners, forms, invitations and advertisements. I managed student staffs and also served as a graphic design instructor and guest lecturer in advertising, photography and newspaper design. In addition, I documented international student projects in Jordan, Israel, Sri Lanka and Thailand.
Brand identity work has always presented a unique design challenge – to visually communicate the essence of an entity in a quick-read, graphic representation that is unique and memorable. Through the decades I have been presented with a vast array of said challenges.
The need for a recognizable brand identity has become more and more essential – it gets harder to stand-out from the crowd. I have designed a plethora and present just a few. As you can see from this sampling, the variety of clients covers the gamut of industry’s.
In addition to publication and identity design, there are many other areas where visual communication is required – encompassing essentially anything else that we, as designers, are asked to create.
Those projects have included everything from calendars, packaging and exhibits to banners, websites and advertising – and, of course, t-shirts, coffee mugs, pens and even a grave stone. Here are just a few examples of the variety of assignments that have come my way through the years.
Photography began initially as a hobby, as a natural extension of a career in graphic design. It later became integrally tied to another of my passions – international travel. I strive for strong graphic compositions and a conceptual “sense of place” in my imagery. Recently, I have gravitated to more of a photojournalistic style, driven primarily by the nature of a lot of what I am shooting – on-location documenting of mission work around the world.
I have a website that features a lot of this world imagery – ImagiNations-WorldImages.