CommonSpirit Health — Unified Digital Experience
One of the largest nonprofit healthcare systems in the US, CommonSpirit Health, set out to bring its brand promise to life in a cohesive, elevated digital experience. Spanning more than 2,000 locations across 22 states, the challenge was as much organizational and technical as it was creative.
This multi-year initiative unified more than 200 microsites across five regions—each with different needs, histories, EHRs, logos, and levels of personalization—into a single accessible CommonSpirit experience. The work required aligning IT and Marketing around a shared vision and building the systems necessary to support one brand story with many expressions.
At the core of this transformation was a token-based design system, built to scale across platforms, regions, and teams. The system enabled consistency without rigidity—allowing localized flexibility while maintaining a unified experience and mission designed around both consumer and business outcomes.
What We Built
We created a mobile-first, user-centric digital ecosystem that removes friction from finding care while supporting long-term organizational growth.
A unified website designed as one destination for new and existing patients
Deceptively simple interfaces that surface complex data from multiple sub-brands
WCAG AA accessibility and inclusive, human-centered design throughout
A Find-a-Doctor product experience that streamlines discovery through to appointment scheduling
Seamless journeys across .org, iOS, and Android experiences
Robust, system-driven location templates supporting varied consumer and operational needs
Personalized, localized service line pages powered by shared design tokens and patterns
The design system acted as the connective tissue—linking experiences across touchpoints while ensuring accessibility, performance, and brand consistency at scale.
Outcomes
+1100% increase in appointment requests within the first six months
+188% increase in Find-a-Doctor engagement rate
Earned executive trust and readiness to partner on long-term initiatives totaling $2+ million
Role: Hands on Executive Creative Director
Served as creative director across the entire CommonSpirit digital ecosystem
Led experience and visual direction for the core site, Find-a-Doctor, mobile apps, social, email, and sizzle-reel storytelling
Oversaw the strategy and execution of a large-scale, token-based design system in partnership with design, CX, and engineering teams
Ensured the system supported both centralized governance and regional personalization
Balanced brand, usability, and technical constraints to deliver a cohesive experience at national scale
Live Site
A mobile-first, app-like experience that removes friction from finding care and taking action.
An elevated, accessible experience that breaks barriers to convert.
