EXPERIENCE STORIES
Mednet Health
Moving beyond the original remit to help shape the brand, the work around it and the creative capability behind it.
How I worked here
Step into ambiguity · Connect the system · Create better conditions · Build creative confidence · Explore responsibly
The situation
I returned to Mednet in 2025 as Senior Design Director. The initial remit was to provide senior creative leadership for a major global account and support a team delivering a large programme of patient and HCP communications.
The organisation was also going through change. Its leadership, positioning, brand and team structures were evolving, while AI was raising new questions about how creative work should be developed. The role quickly became broader than the account I had joined to support.
The challenge
There was no single brief that captured everything the organisation needed.
Individual pieces of work required senior creative direction, but wider questions were emerging at the same time. How should the new positioning show up? How could writing and design work together more effectively? What needed to change around briefing, team structures and creative standards? Where could AI help without weakening the work?
The challenge was to keep those areas connected while the organisation and the answers were still moving.
The approach
I worked where clearer direction, practical creative input or more senior judgement was needed.
My contribution included:
Supporting writing and design across the global account
Improving briefs and helping teams stay connected from initial thinking through to execution
Leading the first visual expression of the Making Health Whole positioning
Developing foundations for the evolving brand across identity, typography, colour, presentations, campaign expression and website direction
Contributing to the Creative SOP, team structures and pod working
Mentoring designers as roles and expectations changed
Examining where AI could support research, exploration, drafting, review and production
The question running through all of this was practical. What would help people think more clearly and make better work?
Defining moment
Connecting the work and the conditions around it
The Making Health Whole campaign showed how closely the visible work and the system around it were connected.
I worked with senior leadership and writers to turn the positioning into a visual campaign idea. That work became a starting point for the wider evolution of the Mednet brand. As the visual language developed, I also looked at the briefs, conversations, team relationships and standards that would determine how consistently the thinking reached the finished work.
Another creative later took the broader brand work forward. I remained involved as an adviser, helping it evolve while keeping it connected to the original positioning. I could lead, make, advise or step back according to what the work needed.
Results
The initial Making Health Whole campaign created a practical visual starting point for the wider Mednet brand evolution.
Beyond the brand work, I helped strengthen briefing and creative standards, supported closer collaboration between writing and design, mentored designers and contributed recommendations for using AI across the creative process without removing human responsibility for quality.
The value of the role expanded from directing individual work to helping shape the conditions and capability behind it.
What it means to you
This is how I work when an organisation is changing and the creative need is broader than the original remit.
I look beyond the individual output to understand what is shaping it. That might be the positioning, the brief, the way disciplines work together, the confidence of the team or the tools being introduced into the process. Because I remain close to making, I can keep those wider conversations grounded in what people need to produce good work.
In a similar situation, I would bring the same adaptability and practical judgement. I would step into the gaps, connect decisions across the work and the organisation, and help create the conditions in which people can do their best creative thinking.