Health, meet care.

Brief: Create a conceptual territory for BayCare Health Clinic: one of the largest health systems in Tampa Bay. The health clinic was facing a dilemma. Their first competitor had more accolades than them and loved to boast about it every chance they got. Their second competitor had more locations than them, but undervalued the importance of tapping into Tampa culture.

My approach: We proposed an ownable middle ground: approachable, human, and caring. While brainstorming, I made a simple observation—healthcare is called healthcare, so where is the “care”? This thoughtstarter became the foundation for a comprehensive narrative universe that explored what care looks, sounds, and feels like when patients come first and health feels human.