Creative Director and designer of selected concept. Co-leading the full-scale team effort for all assets alongside our Dir of Mktg and MP.

– Wave 1 launched early summer 2026. Wave 2 mid summer. Still live this October!

In 2026, home-based care faces growing pressure from proposed Medicare and Medicaid cuts and public misinformation that threatens trust in providers and access to essential services. As a trusted leader in the field, the Alliance set out to counter narratives that conflate a small number of bad actors with the vast majority of providers delivering safe, high-quality, patient-centered care.

We developed a public-facing campaign that shifts the conversation from fear to facts, spotlighting the safety, dignity, and value of care at home through the real experiences of patients and families. A warm, approachable visual identity pairs big typography and postage-edged imagery with an unexpected textured green backdrop to connect with audiences and bring a human touch to a complex issue. The result is a campaign built to rebuild public confidence, support families navigating care decisions, and give the Alliance a lasting creative platform for advocacy and long-term industry impact.