Work at Scale
Case studies from my work leading brand, creative, and AI initiatives at Humana — a Fortune 50 health company.
Humana Brand
Identity Evolution
Evolving an iconic health brand — protecting what's earned, building what's next.
Humana Brand
Site
Centralizing brand guidance for a Fortune 50 health company — replacing PDFs and SharePoint with a single web platform.
Pilot Onboarding
Experience
Redesigning the entire new-member experience from scratch — $80M value, 33% fewer touches, and a new way of working.
Redesigning
the Pipeline
Leading a $750K pilot to integrate generative AI across a Fortune 50 content supply chain — from tool evaluation to enterprise-scale adoption.
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Humana Marketing
Summit
Visual ID and full event package for Humana's first-ever all-marketing in-person summit.
Go Farther with
a Flu Shot
Five creative concepts tested with 300 Medicare members — one clear winner that moved the hardest-to-reach audience.
Creative Insights
Hub
Turning scattered research into a searchable institutional memory — moving a creative org from intuition-led to evidence-led decisions.
Side Gigs & Explorations
Brand identity, personal passions, and creative explorations outside the day job.
Neff Karem
Brand Guidance
Building a brand from the ground up — identity, guidance, and a system designed to scale.
Headshots
Brief
Defining the look, feel, and standards for corporate headshot photography — consistency at scale.
Friendlynk
Social App
A social wellness app designed to rebuild real-world friendship — no feeds, no followers, just real plans with real people.
FitFuel
Fitness App
A fully functional fitness webapp — designed, directed, and shipped without writing a single line of code.