Year
2025
Role
Lead designer
Disciplines
Concept development, art direction for print and digital
SUMMARY
The Year-End Suite was a collection of luxury print and holiday touchpoints designed for Mayo Clinic’s benefactors and philanthropic partners.
Year
2025
Role
Lead designer
Disciplines
Concept development, art direction for print and digital
PROBLEM
Mayo Clinic’s year-end communications are an important moment of connection with donors who have supported the organization throughout the year. However, similar touchpoints are sent year after year, creating a challenge: how do you create something that feels fresh, memorable, and emotionally meaningful while still honoring Mayo Clinic’s established brand?
The overall design approach focused on creating moments of connection through thoughtful details, tactile materials, and storytelling. Each piece was designed to feel personal and intentional, while still feeling cohesive as part of a larger recognition experience.
DESIGN THINKING
For the Thanksgiving card (“Grateful, Always”), I wanted to capture the feeling behind gratitude, not just the act of expressing it, but the way it connects people. The radiating dot pattern became the foundation of the design, symbolizing how moments of appreciation can ripple outward through relationships, communities, and shared experiences. The inside of the card was intentionally left open for handwritten notes, transforming a branded communication into something more personal and human.
“Dave M., who has worked with Mayo on many of their high-end pieces over the years, said this one was one of the most impressive and well-designed pieces he has worked on.”
CLIENT PRAISE
The development card (“A Season of Celebration”) was designed around the idea of creating a moment worth pausing for.
Rather than relying on traditional holiday visuals, the piece focused on the feelings behind the holiday season: connection, generosity, and appreciation. I used Mayo blue palette, metallic foil, perforated patterns, and dimensional typography to create a layered and tactile experience that revealed itself through interaction.
To extend the experience beyond print, I partnered with an animator to bring the design system into motion. The animation carried forward the same sense of rhythm, celebration, and discovery, ultimately creating a cohesive experience across both physical and digital touchpoints.
Alongside the card experience, I concepted and developed the accompanying luxury gift basket. The contents (premium olive oils, artisanal finishing salts, and elevated serving accessories) were intentionally curated to feel thoughtful, useful, and refined without being excessive.
The strategy focused on fewer, high-quality items that encouraged gathering, ritual, and shared experiences.
OUTCOME
This project was a joy to work on and required close attention to detail across every stage, from early concepting through final production. I led the creative direction and developed the visual concepts from initial idea through execution, creating mockups and refinements to help the client visualize the complete experience.
While I owned the creative development and execution of the design system, this project was also deeply collaborative. Working closely with my team across client coordination, production management, and final execution helped bring the full experience to life.
Year
2025
Role
Lead designer
Disciplines
Concept development, art direction for print and digital