A brand within a brand within a brand.

In September of 2010 I joined McGuffin Creative Group to spearhead all creative for their new retainer client, Central DuPage Hospital. Working closely with the CDH team, we quickly transformed the locally strong CDH brand into something that could scale agressively into a much larger care network. Cadence Health was born in the western suburbs of Chicago. 

For the next few years, as Cadence merged with local health providers, my diverse team of 12 creatives not only built out and matured the Cadence brand for the client’s in-house staff, but for the AOR at the time as well. This included an 80+ page comprehensive style guide, and copious variations of design templates for the wide ranging needs of their quickly growing organization. 

In 2014, Cadence Health merged with Northwestern Medicine. Because the Cadence marketing team had performed so successfully they became the new marketing department of Northwestern Medicine, and my team continued to serve them in this new capacity — not as their agency of record, but rather as their "agency of choice." From there we again proceeded to transform the Northwestern Medicine brand with a strategic refresh, and supplied them with a versatile battery of templates and brand guidelines. 

All in all, we saw this client team through incredible growth over 3 distinct rebrands.