Going The Distance For Travel Health
CLIENTEmergent BioSolutions
ROLECreative Director & Relationship Manager
TIMELINEStrategic 3-phase campaign
DELIVERABLESBrand Identity, Website Redesign, Marketing Campaign
The Challenge: The Challenge: Turning Crisis Into Opportunity
When tension developed between Emergent BioSolutions and the account director during Phase 1, the project was at risk. I personally stepped in to manage the client relationship, salvaging the project and building trust that resulted in a $2 million scope expansion. In Phase 2, when the client's manager questioned the project's value, I organized a strategic presentation demonstrating both creative progress and projected ROI, securing approval for additional work.
Client Relationship Recovery
Transformed a dissatisfied client relationship into a trusted partnership through open communication and strategic value demonstration, leading to project expansion.
Stakeholder Alignment
When project value was questioned, organized strategic presentations showing creative progress and ROI projections to secure continued investment and approval.
Market Respositioning
Led the successful rebranding of TravelHealthConnect.com, Emergent BioSolutions' consumer-facing travel health platform, significantly increasing engagement and sales.
Strategic Three-Phase Campaign
I developed and led a comprehensive three-phase campaign that addressed traffic generation, brand perception, and sales optimization. Each phase built on the previous one, creating a cohesive strategy that delivered exceptional results.
PHASE 01
Increase traffic to TravelHealthConnect.com and build a community of frequent international travelers
Co-developed a comprehensive contest campaign:
Created integrated marketing approach including web pages, social media content, paid and unpaid advertising
Drove traffic to existing travel site
Initiated travel health community engagement
PHASE 02
Enhance site appeal and brand perception
My Role:
Created new brand names and logos
Designed comprehensive design system and style guide
Co-directed site content strategy
Designed homepage and art directed additional pages
Developed social media campaign to drive traffic
PHASE 03
Shorten travel vaccine sales cycle and bring repeat viewers to platform
My Role:
Designed a direct user pathway to branded vaccine page
Integrated real-time Center for Disease Control (CDC) outbreak feed into home page
Added dynamic World Health Organization (WHO) outbreak information to platform
Created a newsletter to maintain engagement
Brand Identity & Visual System
I created a vibrant, approachable brand identity that balanced health information seriousness with the excitement of international travel. The color palette—teal, gold, and coral—evoked tropical destinations while maintaining professional credibility.
Campaign Creative
The campaign featured engaging visual content encouraging travelers to "bring back souvenirs, not typhoid fever"—balancing humor with health education.
NEWSLETTER
SOCIAL MEDIA
Comprehensive Deliverables
Brand Identity
New logo, color palette, typography system, and comprehensive brand style guide
Marketing Campaign
Contest design, social media content, promotional materials, paid advertising creative
Web Design
Homepage design, page templates, interactive elements, and responsive layouts
Visual Elements
Illustrations, photography direction, infographics, social media templates
Content Strategy
New logo, color palette, typography system, and comprehensive brand style guide
Product Pages
Vaccine-specific landing pages with clear calls-to-action and provider finder functionality
What Clients Are Saying
"Wow! You guys got us a 750% increase in site traffic!"
— Emergent BioSolutions Client
"You are awesome! In Phase 3 we got a 5,000% increase in vaccine sales within 3 months"
— Emergent BioSolutions Client
Measurable Impact
750%
Increase in site traffic (Phase 1)
The campaign not only exceeded expectations for traffic and sales—it transformed a strained client relationship into a trusted partnership that led to significant business growth.
5,000%
Increase in vaccine sales in 3 months (Phase 3)
$2M
Project scope expansion from relationship management
Key Learnings
01 Relationship management is strategic work
Stepping in to personally manage the client relationship during Phase 1 wasn't just damage control—it was a strategic intervention that rebuilt trust and created the foundation for a $2 million expansion. Sometimes the most valuable design work happens in conversations, not in Figma.
02 ROI storytelling matters
When stakeholders questioned the project's value in Phase 2, I organized a strategic presentation that combined creative progress with projected ROI. This demonstrated that I understood the business case, not just the creative vision. The approval we secured validated the importance of speaking the language of business impact.
03 Cross-functional collaboration drives results
I directed a comprehensive team including account directors, project managers, copywriters, designers, and production managers. The 5,000% increase in vaccine sales wasn't just about good design—it was about orchestrating multiple disciplines toward a unified goal.
04 Phased approaches build momentum
The three-phase strategy allowed us to prove value incrementally. Phase 1's 750% traffic increase gave us credibility for Phase 2's rebranding, which set up Phase 3's sales optimization. Each success created the foundation for the next.
05 Data integration enhances credibility
Integrating real-time CDC and WHO outbreak information transformed the platform from static content to a dynamic resource. This made the site genuinely useful, not just visually appealing, which drove repeat visits and engagement.
Most importantly, this project reinforced that successful creative leadership requires both design excellence and business acumen. The ability to navigate difficult client relationships, demonstrate ROI, and coordinate cross-functional teams was just as crucial to the outcome as the visual design itself.