GE HEALTHCARE ⎯
OMNI LEGEND
CLIENT: GE Healthcare
ROLE: Wireframe design, brochure design
DATE: 2022
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THE GOAL​
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GE Healthcare was preparing to launch a new PET/CT scanner, Omni Legend, and needed a full campaign identity to support the rollout. The challenge was to create a design system that communicated innovation and sophistication without falling into the trap of cold, clinical sterility that often defines healthcare visuals. The goal was to generate real excitement around the product, especially among clinicians, hospital systems, and procurement teams, audiences who are traditionally met with overly technical or bland marketing.
SUB-ZERO, WOLF, AND COVE ⎯
KITCHEN DESIGN CONTEST
CLIENT: Sub-Zero, Wolf, and Cove
ROLE: Rebrand
DATE: 2024
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THE GOAL​
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Sub-Zero’s Kitchen Design Contest is a long-standing program that celebrates innovation in luxury kitchen design. In previous years, the contest branding changed to reflect each event’s theme or location.
For the latest cycle, the team wanted a shift, a timeless, evergreen identity that could anchor the contest across future years, simplify rollout, and reinforce its prestige.
THE STRATEGY​
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Working closely with the creative team, I helped define the visual language for the campaign, one centered around intelligent tech with a human touch. One of the scanner's most unique features was the custom colored lighting, which enhances the patient experience in what's usually a stressful setting. That design detail became a key creative driver for the entire visual identity.
We leaned into the moody gradients, futuristic lighting cues, and clean, minimal layout structures that elevated the materials beyond standard med-tech fare. The use of dark backgrounds, glows, and high-contrast type lent a sense of drama and forward motion, communicating both confidence and care.
THE OUTCOME​
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The final campaign stood out in GE Healthcare’s portfolio as visually bold, emotionally intelligent, and strategically unique. It combined the technical trustworthiness expected in the healthcare space with a more dynamic and inviting aesthetic, helping the launch cut through the noise and create buzz around an industry-first innovation.