Brand design, Spring Health.
Spring Health
In my current role as a Senior Designer at Spring Health, I have led creative on a number of key channels and worked closely with cross-functional partners including product marketing, lifecycle and growth marketing, content and clinical marketing, sales and customer success.
Scope:
Creative Strategy
Design Operations
GTM Campaign Design
Email Design
Digital Design
Event Design
Print Collateral Design
mEMBER FUNNEL REDESIGN
Working with a tiger team of lifecycle marketers and a copywriter, I led the strategic redesign of all member funnel emails and core direct mail suite to increase member enrollment, engagement and no-show rates.
Emails included invitations, drip campaigns, assessment reminders, patient and transactional emails. This work included designing for net-new foundational A/B tests, and segmentation based on audience, customer and appointment type (including coaching, substance use, and more). It also supported rapid response customized customer communications to improve member no-show rates.
As the design lead, I led the team through creative teardowns of existing and outdated creative, facilitated and implemented cross-functional and stakeholder feedback sessions, and created an email design system in Figma based on a refreshed design language adhering to our current brand standards.
Direct mail refresh included post cards, and a new branded wallet card that accompany a member’s standard engagement letter.
CUSTOMER SUCCESS DESIGN SUPPORT
On-going brand design support on strategic customer assets including executive summaries, sales decks, clinical and services collateral, and direct mail.
GTM Campaign design
As one of the design leads for GTM campaigns, I worked on the look + feel as well as all deliverables for the Integrated Critical Incident Response GTM, as well as Spring Health’s D2C therapy sub-brand, Connect.
On both projects, I worked closely with stakeholders in product marketing / brand marketing / General managers to pitch directions, using tools like Loom to present and manage feedback rounds (certain rounds with product + brand marketing leadership, other rounds with c-suite). I kept all key collaborators updated on project management, and worked through production based on key launch dates/milestones (as we had a phased roll out). Deliverables included campaign branding and guidelines, product web pages, email and paid design, art direction and storyboard support on campaign videos and collateral design.
Both of these projects were received extremely positively by leadership and leveraged as frameworks for future GTMS. I was also asked to present to the brand marketing team to give them a behind-the-curtain look into the creative process.
CONTENT DESIGn
Provided support to the content team on an ongoing basis with assets for the brand blog, industry guides like Spring Health’s 2024 Ultimate Guide to Mental Health, and ad hoc requests to grow the brand’s editorial and clinical voice.
In 2025, I collaborated with the channel owner and key stakeholders on a new visual direction for the brand’s editorial channel, including application samples and guidelines for production.
Collab Credits: Design (Collin Hall), GTM Ops (Sarah Lind, Erinn Hartley), Product Marketing (Amanda Parada, Sarah Rosen), Lifecycle Marketing (Katie Blair, Sarah Dalley, Janis Howard), Content (Hayden Goethe, Colin Weickmann, Lily Betjemann), Marketing Leadership (Joanna Lord)
All work seen here is considered property of Spring Health.