The first deliverables for this project were a series of Instagram and LinkedIn graphics in carousel format, promoting the speakers representing MEDITECH at the conference. Created two months before draft website content was received, these graphics established the visual system that every subsequent asset would follow — with a total of nine days allocated across design, feedback, and final delivery.

• Content and brand parameters were delivered simultaneously, with an initial design draft expected back within 2.5 days
• Headshots and supplemental materials required active sourcing while a unique visual system was being built from the ground up — the background and main image also needed to adapt for other promotional materials and provide a dynamic visual for the website's opening section
• First-round feedback requested a directional element to encourage scrolling; a green arrow motif was introduced to visually signal continued content
• Copy continued to be finalized through the delivery deadline, requiring the design to remain fully adaptable across two additional rounds of revisions and stakeholder approvals
• Managing cross-functional communication with writers, stakeholders, and design managers — synthesizing competing input while keeping design integrity and leadership priorities at the forefront
• Adapting the final design to different social platform sizes and format requirements

Bringing the web campaign to life came with a tight 6-day turnaround for design, feedback, edits and a live site. The task was to adapt my existing visual assets, build supporting materials and solidify a system that would span the rest of my digital touch points. After three days of design work, I submitted the draft site for feedback from stakeholders, writers, and design managers. Following their feedback, I had two days to implement edits and deliver a polished site ready for external viewing.

The initial site launched with five blocks; core design challenges included:

• HIMSS campaigns are one-off events, which allowed for bolder colors and more creative latitude than our main site campaigns typically allow.
• Additional content was expected in the following weeks and months, so the design needed to flex to accommodate new sections.
• The system was built on top of already-created promo graphics, cementing the tone for every asset that followed; any deviations needed to be carried through to other materials.
• Feedback loops spanned four different groups of executives, requiring a balance between staying on-brand and still standing out from standard marketing campaigns.
• After the live site was launched with our new year announcements, continuous edits were required Jan–March up until the days of the event.
• Achieving this deadline required a lot of communication between myself and the main writer, coordinating with holiday schedules and time off, organization and planning, consistent check-ins with management to ensure I had support where I needed it in a timely manner.

As the sole designer for all web related assets for this project, I had a list of supplemental materials to complete after the site was launched.

Materials and challenges included:

• Adapting LinkedIn / Instagram carousel images to work as stand alone branded images and not just in a set.
• Creating digital stickers for Instagram posts to be used in real time by event attendees with no prior knowledge or guidance to create these. This presented its own challenges and needed a creative work around solution to be achieved.
• Multiple sets of graphics showcasing speakers and topics were requested. Each set needing to be sized for Instagram, LinkedIn, X, Facebook and our news articles or blog.
• Speakers and titles were changing/updating constantly right up until the evening before and even during the event. Edits were requested around the clock and needed prompt attention.
• All of this was done solo, while maintaining a full project queue and meeting other deadlines outside of HIMSS content.
• I was still expected and able to support other teammates with overflow as needed.

• 1 LinkedIn carousel with accompanying individually branded images for Instagram posts
• 1 marketing campaign page for MEDITECH.com
• 3 Instagram promo stickers
• 4 sets of supplemental social graphics each with 5 different graphics, sized for Instagram, Facebook, X and LinkedIn