Choice Campaign
HEALTHCARE | ART DIRECTION | BRAND CAMPAIGN
Agency: The Partnership
Client: Naples Comprehensive Care (NCH)
Copywriter: Savannah Bernson
Creative Director: Greg Grantham
Software: Illustrator, Photoshop, After Effects, InDesign, Figma
A testimonial campaign that captures the stories behind every choice.
This campaign brings forward real voices and focuses on the personal reasons people choose NCH for their care, their careers, and their families. By highlighting authentic stories from patients, physicians, staff, and community members, the campaign builds emotional connection and trust. It shows that choosing NCH is not about selecting a building, but choosing compassion, expertise, and a team committed to truly listening.
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Proposal & Process
CONCEPTS | EXPERIENCE | PRESENTATION
A violet bench inspired by the donor benches in the Garden of Hope and Courage became the ownable production asset anchoring testimonial storytelling across the campaign.
The team explored multiple visual directions, and my proposed concept was "Choose well. Live well."—a bold, warm concept built around high-contrast brand colors, handwritten elements, and authentic photography, creating a cohesive and scalable system designed to carry the campaign across digital, print, motion, and environmental executions.
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Landing Page
UX/UI | WIREFRAMING
All campaign CTAs directed audiences to a dedicated landing page serving as the central hub for testimonial videos from patients, physicians, and community members.
Each story is presented with a strong visual presence and a highlighted pull-quote on hover, offering a quick summary before viewing. Supporting sections feature key NCH facts, accolades, and a promise from the CEO, layering credibility and reassurance alongside personal narratives. The result is a cohesive experience that strengthens trust and deepens the meaning behind choosing NCH.
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Digital Assets
PAID SOCIAL | BANNER ADS | MOTION GRAPHICS
A scalable digital system designed to amplify real voices while building trust across every touchpoint.
The campaign extends across paid social and digital display with a comprehensive suite of Meta static posts, stories, carousels, and B2B banners designed for each individual testimonial. Every asset centers real people, pairing authentic photography with handwritten signature overlays that act as personal endorsements.
Motion assets, including airport ads, bring each story to life through subtle motion and animated signatures, reinforcing credibility and emotional connection.
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Printed Assets
FULL PAGE ADS | TWO PAGE SPREAD ADS
Print placements allowed each testimonial story to unfold with greater depth and emotional impact.
The campaign extended across full-page and two-page spreads in magazines, newsletters, and community publications, with layouts developed for each individual story. Lighter variation of the core color palette was utilized to maintain legibility and print quality while preserving brand recognition.
