Association medical guides design

Role
Art Director

Challenge
Design a new set of medical guide covers for the Society of Critical Care Medicine that felt both subject-matter appropriate and visually distinct from prior years. The project also included supporting materials such as PowerPoint templates and digital advertising. The challenge was to strike a balance between scientific credibility and fresh visual appeal—while aligning with the professional tone of a healthcare association.

Solution
I took a bold, modern approach to the guide covers, using layered imagery and extensive retouching to achieve a dynamic, dimensional look. To differentiate from previous editions, I introduced a new color system and visual style that aligned with current design trends while respecting the medical context. The supporting PowerPoint templates and ads were designed for cohesion across touchpoints and ease of use for internal teams.

Outcome
The refreshed materials gave the Society of Critical Care Medicine a more contemporary, engaging visual presence without sacrificing professionalism. The guides stood out from previous years, helping the organization signal progress and relevance to its members, while the complementary assets ensured consistency across platforms.