Seeking new growth, Cardinal Health was hindered by antiquated sales and marketing assets compounded by a disjointed brand story.

I led the creative for two businesses in the Cardinal Health portfolio: Cardinal Health at-Home and Edgepark.

With my experience in brand strategy I led the marketing and sales teams through a complete value proposition and brand story refresh, followed by the implementation of the work into redesigned sales and marketing collateral. This gave teams a unified story and modern collateral to win new marketshare.

Additionally I developed and pitched an identity refresh for Cardinal Health — the Fortune 15 giant.

Services:

Identity Design

Print & Digital Asset Design

Presentation Design

Messaging Development

Frame-
WORK

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High-level view Case study coming soon!

The business problems:

A vast quantity of creative deliverables needed to support multiple teams.

A lack of alignment between marketing and the sales teams on the brand story and value propositions, creating an inconsistent customer experience.

Issues communicating to internal employees how the business functions.

What I executed:

Marketing and sales collateral design to meet the needs of each team.

Led a comprehensive value proposition overhaul and implemented it by designing new collateral.

Developed a story arc presentation that simplified the complexities of the business with visuals and journey maps.

Dive deeper

Two businesses needed support:

I designed a wide breadth of deliverables across both businesses and multiple teams on a day-to-day basis.

While keeping teams fully supported with design, I also led the overhaul of value propositions.

Starting from company level to customer segment level

Being careful to capture and test nuances with each customer segment.

Company level to customer segment level

Who are we, what do we do, why does it matter?

Answers to these questions had to be clear.

Many meetings, cross-organizational alignment, and careful copywriting led to a messaging framework built to tell a compelling story.

I personally strategized and developed all of the framework and completed 60–70% of the total copywriting.

Each customer segment received a tailored PowerPoint framework set.

Edgepark Customer Segments:

Healthcare Professional

Managed Care Organization

Patient

Manufacturer

Edgepark, Healthcare Professional Messaging Framework in PowerPoint

Cardinal Health at-Home, Home Medical Equipment framework in PowerPoint

Cardinal Health at-Home Customer Segments:

Home Health & Hospice

Home Medical Equipment

With messaging complete, I used the framework to design new deliverables.

Before:

Confusing hierarchy

Weak leading value proposition

Not engaging for prospective customers

No tailored call to action

New design and value proposition

With a complete messaging framework, Cardinal Health at-Home™ and Edgepark® were able to align internally and leverage the framework to create external deliverables with a consistent and powerful message in the market.

Cardinal Health