SimonMed's brand strategy called for a more human approach to healthcare—one that balanced clinical excellence with warmth, optimism and trust.

As Art Director, I developed the creative direction for the photography, ensuring every image reflected this shift. From casting and styling to composition and location, the shoot was designed to move away from traditional clinical imagery and instead capture healthcare through a more human lens.

The result is a photography library that feels approachable, confident and full of life—helping transform a healthcare brand into one that feels as caring as the people behind it.

Role: Art Director