ClinIntell
Before
After

ClinIntell

ClinIntell is revolutionizing clinical documentation improvement (CDI) with CDI 2.0. Their severity reporting initiative helps healthcare organizations improve reporting accuracy, financial performance, and patient care. They challenge outdated CDI methods, making them a leader in an industry slow to change.

2023 - 2024

I shaped ClinIntell’s brand identity and messaging across digital, print, and event marketing. Every design reinforced their leadership in CDI 2.0.

I developed content strategies, social media campaigns, and event branding. My work helped simplify complex ideas, engage the audience, and position ClinIntell as an industry leader.

ClinIntell’s solutions were highly technical. CDI 2.0 introduced new methods that even industry professionals found difficult to understand.

CDI had been done the same way for decades. Changing that mindset required clear, compelling messaging and creative storytelling.

I led the branding strategy for the launch, including print and digital ads, event signage, and apparel.

I created engaging visuals and educational content to make CDI 2.0 more accessible.

I redesigned and coded email campaigns to improve client engagement and streamline the pipeline.

I built an interactive Figma guide to keep branding consistent across all platforms.

I designed flyers, stickers, and promotional items to enhance ClinIntell’s presence at trade shows.

ClinIntell became more visible and recognizable in the CDI space.

Social media and email campaigns boosted audience interaction and brand awareness.

The Becker’s Conference campaign helped to positioned ClinIntell as a leader in the industry.

I sharpened my email development skills through coding and optimizing email campaigns for better engagement.

I transformed complex CDI concepts into simple, engaging content.

I strengthened my expertise in multi-platform branding.

I created interactive brand guidelines and mockups in Figma.

I designed marketing materials, social media graphics, and event branding assets using Adobe Creative Suite.

For email marketing, I built and optimized automated campaigns in Salesforce Pardot and coded custom emails.

Marketing a new concept takes patience. I learned to simplify complex ideas without losing impact.

Strong relationships open doors. Maintaining one of my client connections got us prime ad space for free. Trust and collaboration drive success.

Technical industries need more than good design. Visuals must educate, engage, and guide.

I embraced the learning curve. Asking questions revealed audience struggles. Learning alongside my colleagues improved my marketing.

Introduction
Leading the Way in CDI 2.0
From the moment I joined ClinIntell, I knew I had stepped into something special. During my onboarding, they revealed their brand content to me, and I discovered that my favorite typeface, Poppins, was their primary font. That almost never aligns so perfectly in the design industry, and it felt like a sign that I was in the right place.

I was new to the CDI space, with only a background in medical records management, but as I learned more about what ClinIntell offered, I realized they were sitting on unmined gold. Their severity reporting initiative, CDI 2.0, was transformative, yet the industry had yet to fully grasp its impact. I was immediately excited to help market their brand, refine their messaging, and create a visual identity that would position them as the leader they were destined to be.

As the Marketing and Brand Designer at ClinIntell, I have had the privilege of crafting a compelling visual identity and marketing strategy that reflects the company’s leadership and innovation. My role spans diverse creative areas, blending strategic messaging with design to position ClinIntell as a transformative force in healthcare.
The Challenge
Defining a Revolutionary Brand
Marketing a brand I was new to was both exciting and intimidating. ClinIntell’s groundbreaking algorithms and concepts were innovative, but they were also incredibly complex, even for someone with a background in the same industry. At first, I struggled to fully grasp the nuances of their services, but I saw this as an opportunity to connect with their audience by learning alongside them.

I asked countless questions, and my team’s willingness to explain their concepts gave me invaluable insights. These conversations not only helped me understand their work better but also revealed how some of their audience might feel when encountering these ideas for the first time. I quickly realized that simplifying these intricate concepts into bite-sized, digestible pieces wasn’t just helpful for me—it was essential for their audience. This approach became a cornerstone of my strategy, especially for social media content, where clear, engaging communication is key.

The launch of CDI 2.0 was a pivotal moment for ClinIntell. It presented an incredible opportunity to establish the company as the leader in severity reporting. With their presence in the clinical documentation space rapidly growing, they needed cohesive branding and marketing strategies to effectively communicate their unique value.

My task was to create a unified and impactful visual identity that could seamlessly translate across digital platforms, trade shows, and educational materials, while also supporting their thought leadership in the industry.
Campaign Branding
CDI 2.0 and Beyond
For the Becker's Health & IT Conference in Chicago, we decided it was the perfect time to officially launch CDI 2.0. I had maintained a great relationship with one of the account managers, and when she heard how important this launch was for our small but mighty company, she placed our ad on the front page of the conference booklet at no extra cost—a reminder that strong client relationships can lead to unexpected wins.

More than just a striking visual, the ad delivered a clear, compelling message that aligned with the conference theme and kept our brand top of mind long after the event.

To boost our digital presence, I designed two skyscraper ads for the conference’s e-newsletters. These ads mirrored the visual identity of our print ad while taking advantage of digital engagement. Placed strategically in newsletters reaching top decision-makers, they ensured our message was seen and remembered.

Expanding the CDI 2.0 campaign further, I collaborated with two print design companies to create custom polo shirts that matched the campaign’s branding. Every detail was carefully considered to ensure consistency across event materials like tablecloths, runners, and signage. These shirts not only unified the team visually but also strengthened brand recognition, making it easy for attendees to identify and engage with us.

By combining print, digital, and branded apparel, we created a seamless and impactful presence at the conference. The synergy between these elements reinforced our messaging and positioned ClinIntell as a key player in the industry.
Social Media Content
Engaging Content with a Purpose
Marketing a highly technical brand like ClinIntell required more than just eye-catching visuals—it needed storytelling that made complex ideas digestible. I took on the role of both designer and content strategist, creating engaging carousel graphics, healthcare-themed illustrations, and insightful blog articles that simplified CDI 2.0’s impact for a broader audience.

By crafting social media campaigns that blended visuals with educational content, I turned industry jargon into relatable, engaging posts that strengthened ClinIntell’s voice as a trusted thought leader. Blog posts and press releases further positioned the company as an innovator, helping to educate stakeholders on the importance of severity reporting.

This approach transformed ClinIntell’s social media presence into a learning platform, not just a marketing tool. It helped clinicians, healthcare executives, and industry decision-makers understand CDI 2.0 in a way that felt approachable and valuable, ensuring that our brand wasn’t just seen, but truly understood.
Email Marketing
Optimizing Client Engagement
Beyond visual branding, I played a key role in transforming ClinIntell’s email marketing strategy. I redesigned and coded custom email templates that seamlessly aligned with our brand identity, ensuring every message felt polished and professional. By refining the structure, visuals, and user flow, I improved engagement rates and streamlined the client pipeline, making our emails more effective tools for conversion.

I also took a data-driven approach, analyzing open rates, click-through rates, and audience behavior to continuously refine our campaigns. This optimization ensured that our email content resonated with recipients, guiding them smoothly through the sales funnel. Whether it was nurturing leads, announcing key milestones, or reinforcing our brand’s thought leadership, the email campaigns became an essential pillar of our overall marketing strategy.
Brand Guidelines
Establishing Consistency
To ensure cohesive branding, I developed an interactive Figma prototype outlining ClinIntell’s core brand guidelines. This resource includes the company’s mission, fonts, logos, colors, and tone of voice.

By creating this tool, I have streamlined the branding process and ensured consistency across all marketing communications.
Print and Event Materials
Amplifying the Message
I have extended ClinIntell’s branding into physical spaces through print materials and event designs. From mobile app flyers and sticker packs to lapel pins and posters, my designs have effectively promoted the company’s products and campaigns at trade shows and events.

These materials not only capture attention but also reinforce ClinIntell’s mission and values.
The Impact
A Visionary Brand for a Transformative Initiative
Through a multidisciplinary approach, I have helped ClinIntell establish a strong and consistent brand identity that resonates with clinicians, healthcare executives, and industry stakeholders. From the branding of CDI 2.0 to engaging social media campaigns and thought-provoking blog content, my work has amplified ClinIntell’s presence in the healthcare sector. These efforts have not only driven awareness but have also cemented the company’s reputation as a forward-thinking leader in clinical documentation improvement.

Every project I’ve undertaken for ClinIntell has been guided by a commitment to innovation and excellence. From crafting cohesive campaigns to establishing brand guidelines, my work reflects ClinIntell’s mission to lead the way in CDI 2.0. This journey exemplifies the power of strategic design and storytelling in shaping a brand that transforms industries and inspires confidence in its vision for the future.

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