PROJECT OVERVIEW
 

When IMS separated from Dignity Health, the organization faced a defining moment: the opportunity to build a completely new identity from the ground up. As Head of Brand and Creative, I led the transformation of IMS into a distinct, modern healthcare brand that patients could immediately recognize and trust.

IMS is the largest independent multispecialty provider in Arizona, with more than two dozen clinics across the Valley, Payson, and Prescott. My role was to create a cohesive brand ecosystem that would unify nine medical specialties under a single, compelling identity.

The rebrand extended far beyond a new logo. I developed the visual language, brand guidelines, and creative direction that shaped every patient-facing touchpoint—from clinic interiors and environmental graphics to printed collateral, specialty materials, digital campaigns, and social media.

The goal was simple but ambitious: create a brand that felt approachable, modern, and consistent across every location and interaction, ensuring that whether a patient walked into a clinic, visited the website, or saw a social post, the IMS experience felt unmistakably unified.