Vive Campaign for Welldoc

Art Direction | Creative Strategy | Content Strategy

Blue event poster on an easel with gold and white text reading 'Cocktails & Connections' and logos at the top, set against a dark patterned wall with a leafy plant partially in view.

Welldoc, a digital health company, hosted a cocktail reception during Vive conference. The reception took place at the Twelve Thirty Club in Nashville, and it was co-sponsored by two of Welldoc’s partners.

I led the Welldoc design team through a process of moodboarding and pitching an art deco style concept for event creative to the broader marketing team. The team included copywriters, the CMO, the events manager, and digital marketing specialists. They loved the concept, at which point in time I began art directing the designers and weighing in on copy.

Left side shows two blue paper bags with QR codes and text about chronic conditions and maternal health. The bottom left features a dark blue graphic with yellow text that reads 'Cocktails & Connections' and small icons of a cocktail glass, musical n

Problem

  1. How can we design event creative with a look and feel that is similar to the Welldoc brand, but aligns with the events space, and doesn’t look so “on-brand” that it takes away from the two co-sponsors?

  2. Welldoc wasn’t presenting at Vive and the organization had lower levels of brand awareness. The campaign needed to utilize the event as an opportunity to increase brand awareness by proxy, and do so in a way that felt aligned with the event iitself.

Collage of four digital graphics promoting a healthcare event called 'Cocktails & Connections' in Nashville on March 26-29, 2023, featuring stylized blue and yellow designs, event details, and branding for Welldoc, XHealth, and Baby Scripts.

Key learnings

  • This was the first time the design team pitched a moodboard to the broader marketing team and it was a wildly successful approach. Approaching projects in this way works well with the Welldoc culture, reduces churn, and helps the team visualize the end result. We now consistently use moodboards to communicate art direction early on.

  • This creative won an award from Graphic Design USA Health + Wellness Awards, which was the first design award the team has entered and also won

  • In terms of actual on-site campaign success, most insights into efficacy were just word of mouth affirmation

  • Attendance at the event exceeded goals, but engagement with the digital ads and social posts (the ones which linked to the Welldoc website versus a landing page for the event itself) performed slightly below average. Designing for greater digital engagement will be top of mind for future conferences, when combining our presence with a brand awareness campaign.

Team

Lyudmil Iliev (Senior Designer), Brooke Latour (Graphic Designer), Danielle Kaslow (Copywriter), Kelsey Holden (Events Manager)