Case Study

Art Direction | Concept Pitch & Presentation | Event Branding | Print Design | Environmental Graphics

Client: AdventHealth

Objective

Create a cohesive visual identity and event experience for the Cancer Center Grand Opening and Ribbon Cutting Ceremony. The design needed to celebrate the opening of the new center, support community engagement, and align with AdventHealth’s brand.

Challenge

The event required a full suite of branded materials that felt meaningful, welcoming, and aligned with both the AdventHealth brand and the local Castle Rock community. The creative needed to reflect the significance of the cancer center opening while balancing professionalism with warmth and hope. In addition, the materials had to function across multiple formats, from invitations to environmental signage, ensuring a consistent experience for guests navigating the event.

Process

I developed the overall art direction for the event and created a visual theme rooted in AdventHealth’s brand system. The designs incorporated AdventHealth’s primary greens along with butterfly imagery as a symbolic element representing transformation, renewal, and new life. The butterfly motif also aligned naturally with the Castle Rock “Rock of Hope” Foundation, reinforcing the theme of resilience and healing.

From this concept, I designed a comprehensive set of event materials including invitations, save-the-dates, pull-up banners, event programs, directional floor clings, stickers, table tents, and informational flyers. Each asset was designed as part of a unified visual system to ensure consistency across printed collateral and environmental graphics throughout the event space.

Solution

The final design system blended AdventHealth’s recognizable brand palette with soft, uplifting visuals that reflected hope and renewal. Butterfly elements were thoughtfully integrated throughout the collateral, creating visual continuity across the event while symbolizing the journey of healing and new beginnings.

Clear layouts, approachable typography, and intentional spacing ensured the materials were both visually engaging and easy to read. Environmental pieces such as banners and floor graphics also helped guide attendees through the event space and reinforced the celebration of the center’s opening.

Impact

The event branding created a cohesive and welcoming environment for community members, staff, and local leaders attending the grand opening. The visual system helped reinforce AdventHealth’s mission of whole-person care while honoring the community-focused spirit of the Rock of Hope Foundation.

The integrated design approach ensured every touchpoint of the event felt intentional, celebratory, and aligned with the significance of opening a new cancer care facility for the Castle Rock community.