Institute of Translational Health Sciences (ITHS)
Refreshing a Scientific Brand Through Human-Centered Storytelling
Recruited by the University of Washington's Institute of Translational Health Sciences (ITHS) to lead a comprehensive brand refresh that redefined how the organization communicated groundbreaking scientific discoveries to researchers, healthcare professionals, funding partners, and the broader public.
Upon joining the organization, I recognized that the brand lacked a cohesive visual identity and compelling narrative. Scientific achievements were communicated primarily through technical reports and research updates, limiting engagement with broader audiences. I developed a creative strategy that transformed ITHS into a more approachable, inspiring, and human-centered brand by establishing a unified voice, visual identity, and storytelling framework across digital communications.
The refreshed brand introduced a modern creative system featuring impactful photography, vibrant illustrations, and emotionally engaging design that reflected the innovation taking place within the organization. More importantly, I shifted the content strategy from reporting scientific accomplishments to telling the stories of the researchers, clinicians, patients, and discoveries behind the science—making highly complex research accessible, relatable, and meaningful.
To support this transformation, I conceived and launched ITHS Stories, a dedicated storytelling platform that became the centerpiece of the organization's digital communications strategy. Through documentary-style videos, feature stories, and multimedia content, the platform translated complex scientific research into compelling narratives that helped audiences better understand ITHS's mission, research initiatives, and real-world impact.
Beyond brand storytelling, I elevated the visual communication of the institute's highest-profile strategic initiatives. I led the creative direction and visual design of major research funding proposals, including the organization's flagship $70 million grant proposal, creating a compelling visual framework that strengthened narrative clarity, enhanced reviewer engagement, and elevated the overall presentation of complex scientific content.
I also directed the strategic redesign of the ITHS multisite web ecosystem, improving user experience, simplifying navigation, and increasing engagement across multiple digital properties. The redesign streamlined registration for more than 80 academic conferences, workshops, and educational events annually, making it easier for researchers, clinicians, and community partners to discover programs, access resources, and participate in institute activities.
Collectively, these initiatives strengthened the organization's brand presence, increased awareness of its research and services, enhanced digital engagement, and supported membership growth by demonstrating the power of strategic design and authentic storytelling to communicate scientific innovation with clarity, purpose, and impact.
As Creative, Marketing & Communications Director, I led these initiatives from strategy through execution—developing the brand vision, creative direction, digital storytelling strategy, user experience improvements, proposal design, and cross-functional collaboration that established a new standard for science communications across the organization.
