Client
Jackson Care Hub
Campaign
Authentic Storytelling
My Role
Creative Direction, Art Direction, Copywriting, Brand Strategy, Project Management
Pitched project, developed strategy, briefs, site copy and design, hired talent, managed the budget, site development, co-wrote video scripts, provided creative direction on visual identity and video assets
TL;DR
I was initially tapped as an independent consultant to provide creative direction on a large video project for JCH that had just been awarded to a local agency. But as I got up to speed on the brand, it became clear that we needed to zoom out. The work Jackson Care Hub was doing in Jackson was powerful, but their branding wasn’t doing it justice.
Before we could concept the video content, we needed to lay new groundwork: a clear brand strategy, an updated visual identity, and a redesigned site to anchor it all.
I pitched and led a full rebrand. That included deep listening sessions with the team, developing the strategy and project brief, hiring and managing a designer and digital strategist, and building the website myself.
Throughout the process, I kept returning to the same rallying cry: our job was easy. All we had to do was tell the truth.
The rebrand is now live, and our campaign videos are set to launch Summer 2025 as part of our new social media strategy. Jackson Care Hub finally has a brand that reflects the clarity, humanity, and vision of the work they do every day to address Social Drivers of Health for the folks in Jackson.
