Corewell Health
Master Brand // Baas Creative
Concept Director // Idea Man // Writer // Co-Art Director
Corewell Health is Michigan's largest employer — the result of two major health systems merging in 2023. As the Concept Director, it was my job to uncover a collective mindset that 70,000 health care workers could all own, and 1.3 million patients could all share. We arrived at two words: we can. Because no matter what the challenge is, our response is always the same: we can.
Extend beyond the tagline.
A tagline can become a crutch, and clients can forget the bigger mindset it represents. To make sure the brand stayed fresh, I wrote a long list of bold headlines.
Rally the troops.
Idea Man // Script Writer // Art Director
No brand can survive if its most important ambassadors aren't on board. We used the brand's bold voice and personality to give their employees some well-earned swagger.
Radio
Health care is unique. People will travel across the country to have surgery. So their radio needed to belong on the national stage. I wrote the scripts, directed the VO, and creative directed the production from start to finish, including music.
The full brand.
The bigger the brand, the more consistent AND flexible it needs to be. At 30,000 feet, the Corewell brand is a unified system. Close up, it's cutting-edge AND human. Bold AND approachable.
