Creative Director | January 2024 - January 2026
Guiding the Golden Years
Overview shots of the “Guide For Your Loved One’s Golden Years” asset that I built from concept to final execution (writing and design), translating dense industry, healthcare, and financial information into an easy-to-understand guide.
This program not only continues to help families navigate the healthcare system and senior living landscape, but built a referral network with other senior care providers, including Cedars-Sinai’s Geriatric Medicine division, leading to a 80% growth in monthly incoming clients. Rather than the cleaner-sounding “Golden Years Guide” or “Guide For Your Golden Years,” I opted for a title that spoke to our main audience: the adult children of seniors needing to transition into senior care.
See The “Guide For Your Loved One’s Golden Years” PDF Here
The Website
Rather than going for a sleeker "designer's design," the foundational brand identity and website were built to feel like a family helping other families: warm and approachable first, while still conveying the expertise families need when facing one of the more sensitive and important decisions that they will encounter. I created the brand line “Life Is More Than Where You Live,” the “Kindred Compass” sub-branding, and voice guidelines that still exist today across all multichannel assets.
Global Nav Detail
Full homepage scroll.
SEO Keyword-Rich Internal Service Page
“Kindred Compass” Network Branding & Program
“Guide For Your Loved One’s Golden Years” Download Moment
SEO Keyword-Rich Blog Post
Managing strategic SEO partnerships and producing optimized digital content during my tenure as CD led to a 68% YoY growth in organic traffic and a massive surge in inbound online leads.