2020 was an exceptionally difficult year for many Americans professionally. Millions lost their jobs because of the economic shutdown caused by COVID-19, and for people who kept their jobs, the workday got exponentially harder. Frontline workers faced a year of overloaded hospitals, burnout and PTSD brought on by caring for the sick and dying. CipherHealth, a company that specializes in healthcare software, built a program to track the wellbeing of frontline workers. We created messaging around this new program by tapping into a growing trend in the arts community: painted portraits.
The Ask
Build a multichannel marketing experience around CipherHealth's Frontline Pulse software.
The Idea
In the spring of 2020, frontline workers captured their states of despair and exhaustion by taking selfies at the end of long shifts. These photos captured the heroism of the workers and gave way to another trend of artists paying tribute to frontline workers by painting their portraits. The medium of paint on canvas perfectly captured the emotion felt by a nation gripeed by a pandemic, and was a trend we could activate to humanize the messaging around this program.
The Design Process
Photography of frontline workers was transformed into paintings. After that, the experience not only had to capture the eye through art, but then had to inform about the Frontline Pulse product. Wireframes were built for a microsite that incorporated the art seamlessly with information about The Frontline Pulse.
The Finished Product
While not yet finalized, the below images show several stages of the design process, from wireframes to the finished design that builds on a trend in the art community to help healthcare workers recover from a year on the brink.
To see more healthcare work samples, please contact me here.