Client: Einstein Healthcare Network

Creative Brief: Brand Narrative

Deliverables:  Book, UX Content, Content Bank, SEO Strategy

Project Timeline: 1 year



In 2016, Einstein celebrated 150 years as a social impact, privately funded, healthcare system. They hired me to write a book, create a brand narrative, and a content bank for ongoing use across multiple platforms and variety of business goals.


A half-billion dollar regional healthcare system, Einstein Healthcare has served the Philadelphia community for 150 years.

As the third Jewish Hospital in the United States, this hospital played a central role in shaping the future city of Philadelphia, defining the concept of social justice, and establishing a permanent place for the Jewish People in the history of the United States.

Creative Brief

Create a book with a branded editorial narrative to commemorate the organization's 150th Anniversary. Strategically reinforce client's purpose-driven mission, communicate value propositions, identify and reinforce brand assets. Optimize content and design for ongoing, multi-channel distribution.


Client Management: Conducted exploratory meetings for a clear understanding of the client’s design preferences and style guide so I could design brand accurate visual elements, including colors, fonts and logos.

Content Audit: Reviewed client's current "content supply-chain" including repositories, archives, third party resources, user-generated content, internal programs. Curated user generated content from social media channels, video, podcasts, as well as open-source information from multiple websites. Mined content from the hospital archives, industry publications, internal departments, pr, and user-generated content from across the digital universe, including: Youtube,, public chat forums, reviews, obituaries, scientific publications, correspondence, and historic references. Accessed  strategic partners. Finally, reviewed web search logs, abandoned searches, and successful search trails to qualify keywords, phrases, and areas of interest. Accessed meta data, established key indicators and navigators for both the client as well as for the healthcare industry as a whole.

User Experience Content and Design: Created an iterative and flexible design to maximize functionality for the current and future digital applications and ongoing user experience. Designed wire frames and prototypes for design direction.

Content Development: Employed various research methods to identify and understand the target audience and to establish a meaningful central theme with layered components, a cohesive narrative, and contextual relevance. 

Research: Identified personas relevant to multiple business units, including: Development, Research, Volunteers, Major Donors, Education, Patients. Created user stories to further identify target audience.


Content Bank: Accessed data and information from community outreach, education, patient advocacy, medical services, volunteers, research, professional development, marketing, pr, c-level suite, fundraising events, competitive research, social media campaigns, consumer research, and patient testimonials. Developed an inventory of relevant data, terminologies, and insights to optimize user experience. 

SEO Strategy: Maximized value with highly-searchable, metrics-driven content, that can be repurposed in a way that is UX optimized across all platforms including: websites, landing pages, email marketing, press releases, web apps, interactive media, training programs, e-learning platforms, blogs.  

Brand Narrative: Produced evergreen content that's relatable and relevant within multiple contexts and at every possible touchpoint for every user. Utilized research, created wire frames, managed cohesiveness of content and effectively translated the vision of stakeholders.

VR App (Unity): Interactive VR program designed to bring users into hospital locations key to the historical narrative and brand imperatives. VR app using Unity 3D, a powerful cross-platform 3D engine that provides a user-friendly development environment. Managed entire rendering pipeline from 3D model to pixels in the VR display. Including motion prediction, 3D stereo, lens distortion, time warp and other optimizations for a fluid, realistic VR experience. Implemented  important VR interaction concepts such as selection, manipulation, travel, wayfinding, menus, and text input in Unity. VR programming components include: VR games, architectural walkthroughs, engineering simulations, 3D data viewers, medical training.

AI Personalization: Users are connected with individuals and experiences within the brand narrative that is uniquely relevant to the user. Through AI the consumer is seamlessly led through the experience that has been customized for them. A story that is uniquely compelling, delivered through visual and auditory mediums, personalized with AI.