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Site Design Campaign Direction Digital Advertising Print Healthcare

ProMedica

Full career site. Full campaign program. Every discipline — owned start to finish.

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Client
ProMedica
Role
Art Director
Agency
Radancy
Scope
Full Spectrum
Location
Toledo, Ohio
Industry
Healthcare
01 The Challenge

Every discipline.
One Art Director.

ProMedica needed a complete recruitment marketing program — career site, digital advertising, social media, print, convention materials — built and maintained across a regulated healthcare environment. The engagement wasn't a single project. It was a sustained creative partnership covering every touchpoint in the candidate journey, from first impression to application.

What made this account demanding wasn't any one deliverable. It was the breadth. Running full-spectrum creative production for a healthcare system — where every piece goes through brand governance, legal review, and enterprise approval — requires the organizational discipline to hold brand consistency across every format simultaneously without letting any single channel slip.

Client Context

ProMedica is a Toledo, Ohio-based regional healthcare system — a mission-driven, not-for-profit organization serving communities across Ohio and Michigan. Their recruitment platform needed to attract clinical, administrative, and specialist talent in a competitive regional market while reflecting the warmth and community focus that defines the ProMedica brand. A system this size competing for the same candidates as larger national networks needs creative that punches above its scale.

02 My Role

What full-account ownership
actually looks like.

I was the Art Director on ProMedica — primary creative on the account under CD direction, owning all art direction decisions and execution across every deliverable and every format the account produced. ProMedica wasn't a narrow engagement. It covered everything: career site design, digital advertising, social media, print, convention materials, and ongoing campaign production — all of it maintained to brand standard and compliance requirements, all of it running concurrently with Wellstar.

Title
Art Director — primary creative on the account, all art direction decisions owned independently
Team
CD above. Additional designers and offshore resources directed below during high-volume production cycles.
Scope
Full career site from brief to launch, plus ongoing digital advertising, social media, print, and convention materials
Context
Running concurrently with Wellstar — two separate healthcare accounts, two distinct brand systems, one designer
03 What I Made
01
Career Site — Full Design & Launch
Complete career site concepted and designed independently from brief to launch — every page, every template, every visual decision owned entirely by me. The design problem was translating ProMedica's community-focused, mission-driven brand into a recruitment platform that could compete for talent against larger regional systems with bigger budgets. The answer wasn't matching their scale. It was out-thinking them on warmth, clarity, and brand authenticity.
02
Brand System Extension
ProMedica's brand guidelines were built for institutional communications, not recruitment. Extending them into a career platform meant developing page formats, photography treatments, and content patterns that didn't exist in the guidelines — all of it rooted in the brand's mission-first identity. That work goes beyond execution. It's brand interpretation — understanding what the system is trying to say and building the formats that say it in a recruitment context.
03
Digital Advertising Campaigns
Prospecting and retargeting banner campaigns across all standard sizes — targeting clinical, nursing, administrative, and specialist audiences across the Toledo region and beyond.
04
Social Media Creative
Ongoing recruitment and employer brand content across platforms — designed to communicate ProMedica's community mission and culture to candidates in a region where the brand is known but the employer story needs to be told actively.
05
Print Advertising
Recruitment print ads and career marketing collateral — targeted to healthcare professionals in the ProMedica service area across local and regional media.
06
Convention & Recruitment Events
Branded materials for healthcare career fairs and recruitment events — booth environments, handout collateral, and event materials that position ProMedica as a destination employer in the regional market.
ProMedica Careers — Career Site Design
Career Site · Desktop View  ·  Archived — site has since been redesigned 01 / 03
ProMedica — Digital Advertising & Social Media · Banner Ads and Instagram Recruitment Campaigns
Digital Advertising & Social Media · Banner Ads, Instagram Recruitment & Employer Brand Campaigns 02 / 03
ProMedica — Print Advertising · Templated Recruitment Flyers
ProMedica — Campaign Collateral · Emails, Handshake Cards, Flyers & Event Materials
Print Advertising · Campaign Collateral — Emails, Handshake Cards, Flyers & Event Materials 03 / 03
04 Outcome
6+
Disciplines delivered — career site, digital advertising, social media, print, signage, and convention materials
2x
Healthcare accounts running simultaneously — ProMedica and Wellstar, distinct brand systems, one Art Director
3+
Years as the account's Art Director — sustained creative ownership across every discipline and touchpoint

A CD-level organizational challenge,
solved at the designer level.

The ProMedica site launched and delivered a measurable post-launch increase in candidate engagement. But the metric that tells the full story of this engagement isn't on the ProMedica page alone — it's the fact that it was produced in parallel with Wellstar, a much larger account, without either account's output suffering for the other. Holding two distinct brand voices simultaneously, making sure ProMedica always sounded and looked like ProMedica and Wellstar always sounded and looked like Wellstar while running full production cycles on both, is an organizational and creative discipline that goes beyond execution. That's what this engagement proved.

End of the Work
◈   Art Director & Designer   ◈ Remote Only  ·  No Relocation