PDS Health — Digital Experience
PDS Health partnered with our team to create its first multi-brand digital experience. We got to work by transforming a dated, fragmented brand into a cohesive, elevated, and welcoming presence online. The goal was to establish a bold, ownable design language that feels warm and approachable to patients while providing a scalable foundation for future growth.
The resulting experience balances clarity and confidence with accessibility and humanity—intentionally breaking away from sterile healthcare conventions without disrupting trust.
What We Built
A warm, human-centric website connecting patients to primary care services
A flexible, scalable multi-brand design system built to support future growth and evolving needs while taking into consideration a base of existing AEM components
Clear brand guidelines defining typography, color, imagery, and design principles
A WCAG AA–compliant experience designed for accessibility from the start
A visual language grounded in the pillars:
Energetic & Bold
Playful & Modern
Friendly & Welcoming
Disruptive, Not Disrupting
Outcomes
Created a catalyst for deeper connection and collaboration across internal teams
Earned additional scope to train teams on Figma and modern design workflows
Role: Hands on Executive Creative Director
Oversaw creative vision, strategy, and execution across brand, experience, and system design
Led and mentored the creative team responsible for concept development and delivery
Ensured alignment between brand purpose, patient needs, and long-term scalability
Championed accessibility, usability, and consistency across all outputs
A mobile-first, app-like experience that feels disruptive, not disrupting.
