Industry

Healthcare

Role

Lead Digital Designer

Work type

In-house

Tools used

Photoshop, Illustrator, InDesign

Thrive Tribe: Health Engagement Design

Impact & Results

By moving away from generic stock photography and establishing a diverse, illustration-led visual language, we significantly increased engagement across hard-to-reach demographics.


  • Template Efficiency: I built a modular social media design system that allowed regional marketing teams to produce 50+ assets per week without design oversight, ensuring 100% brand consistency.


  • Sub-Brand Success: Developed distinct visual identities for sub-brands like MAN v FAT (targeting men's weight loss via football) and One You Lincolnshire, tailoring the UX/UI to specific user personas while keeping them under the Thrive Tribe umbrella.


  • Accessibility: Standardised all digital output to meet WCAG 2.1 AA contrast ratios, ensuring critical health information was legible for visually impaired users.

One Mission, Many Voices

Thrive Tribe operates multiple public health services, each targeting a different demographic. The challenge was fragmentation.


  • The "Sea of Sameness": Public health content often looks dry and clinical. We needed to disrupt social feeds with vibrant, motivating visuals without losing the "trust" factor required for medical services.


  • Diverse Audiences: The design language needed to stretch. It had to be "sporty and masculine" for MAN v FAT players, but "supportive and gentle" for smoking cessation patients. A "one size fits all" approach wasn't working.


A Modular Design Ecosystem

I moved the team away from ad-hoc design to a "Systems" approach.

1. Persona-Led Visuals (MAN v FAT vs. One You)

For MAN v FAT, I utilised bold typography, high-contrast black/yellow palettes, and dynamic imagery to align with sports branding tropes. In contrast, for One You, I used soft vector illustrations and a warmer palette to reduce anxiety around health topics.

2. The "Self-Serve" Content Engine

To handle the high volume of content required for campaigns like "Stoptober," I created rigid Adobe library templates. These controls allowed copywriters to update text and swap illustrations within safe zones, preventing "brand drift" and freeing up my time for high-value strategic work.

Key takeaways

This role highlighted the importance of Visual Empathy. You cannot speak to a middle-aged man wanting to lose weight the same way you speak to a young mum wanting to quit smoking.

As a Senior Designer, my job wasn't just to make things look "good," but to make sure the visual language resonated specifically with the human on the other side of the screen.