Healthcare
Source
THE ROLE:
Creative Direction • Brand Leadership • Website Design • Event & Conference Creative • Executive Storytelling • Product Branding
THE VIBE:
Healthcare • Human • Strategic • Polished • Impactful
Growing from intern to creative lead and shaping the brand along the way.
HealthcareSource provides talent management software that helps healthcare organizations hire, develop, and retain the people who care for patients. I grew within the company from intern to Creative Lead, ultimately owning the brand from a creative standpoint and leading its evolution across digital experiences, marketing campaigns, events, and product touchpoints.
Over the years I developed, maintained, and elevated the company’s visual identity across all channels while partnering closely with executive leadership, product teams, and marketing to strengthen how the brand showed up in the market.
The Mission
Create a cohesive brand that supports growth, storytelling, and product innovation.
As HealthcareSource expanded its platform and market presence, the goal was to ensure the brand evolved with it. That meant strengthening visual consistency, improving digital experiences, and creating design systems that could support marketing, product storytelling, and large-scale industry events.
Creative Approach
Building a brand ecosystem across digital, marketing, and product experiences.
Website Redesign & UX Optimization: Played a key role in the company’s website redesign and platform migration from Joomla to Drupal. Improved user experience, landing page design, and visual hierarchy to support lead generation and campaign performance.
Conversion-Focused Design: Redesigned high-volume registration and campaign landing pages, improving clarity and user flow while reducing bounce rates by more than 20%.
Conference & Event Experiences: Led the creative vision for annual conferences and large-scale events, designing the full brand ecosystem including event websites, virtual experiences, signage, presentations, video, social campaigns, and email marketing.
Executive Storytelling: Developed executive presentations and leadership communications that helped clearly communicate product strategy, industry insights, and company vision.
Product & Platform Branding: Collaborated closely with product marketing and product management on branding initiatives, white-label solutions, and in-product design elements to ensure a cohesive experience from marketing to platform.
Creative Operations & Leadership: Modernized creative workflows by researching and implementing new creative platforms and processes, while managing external designers and videographers to support launches and scale production.
Outcome
Measurable impact across digital growth and brand presence.
The website redesign and UX improvements helped drive significant business results, including a 32% year-over-year increase in website traffic and a 40% improvement in conversion rate. Improved landing page design reduced bounce rates by more than 20%, while the expanded event and marketing ecosystem strengthened HealthcareSource’s presence across conferences, campaigns, and executive communications.
“Steph is one of the most creative, hardworking, and detail-oriented marketers I know. Her design and multimedia skills have elevated not only our campaigns but our entire brand. From social graphics and campaign creative to web improvements and user experience, she consistently helped transform HealthcareSource into a more modern and visually compelling brand.”
— Jenna Vassallo | Marketing & Sales Enablement, HealthcareSource
