In a world of 'Dr. Google' and instant-care clinics, Central Florida’s largest primary care group needed to reclaim its connection with millennials. Along with my copywriting partner, we created the core concepts, headlines and design direction, navigating the challenge of keeping the work unique to millennials while staying cohesive under the Orlando Health brand umbrella. The final rollout featured two distinct creative directions across print, billboards, digital, landing pages, and radio—resulting in a cohesive, multi-channel effort that made primary care feel accessible to a younger demographic.
