Transforming a growing mental health company through design
At CuraLinc Healthcare, I led the evolution of the company's brand and digital experience while building the systems that helped creative work scale across the organization. What began as a role focused on execution evolved into one centered on strategy, systems, and user experience.
Arriving at CuraLinc
When I arrived at CuraLinc, my first priority was keeping the work moving. I took leadership of a team of three designers and began supporting creative needs across the organization.
As I worked within the existing system, the opportunities became clear. The brand was recognizable, but visually heavy, with a broad color palette and limited guidance. Behind the scenes, there was no formal intake or project management system, making it difficult to prioritize work and plan ahead.
We couldn’t stop everything and start over. The challenge was to keep delivering while building a simpler brand, clearer processes, and a stronger foundation for the creative team.
Building the Foundation
Creating a more cohesive brand meant going far beyond a visual refresh. I worked through every element of the CuraLinc identity, defining clearer standards for color, typography, photography, illustration, layout, data visualization, and more.
Those decisions were documented in an extensive Frontify brand hub, turning what had been a loosely defined identity into a practical system the entire organization could use. The goal was not just consistency. It was giving designers and teams the guidance they needed to make confident brand decisions on their own.
Building the systems behind the work
It started with a simple project intake form. For the first time, creative requests came through one place with the information our team needed to understand the work, prioritize it, and set realistic expectations.
Over time, that simple process evolved into a more connected creative operation. I integrated intake directly with ClickUp, developed a standardized sales presentation system, and created a Creative Operations Hub in Microsoft Loop to centralize processes, documentation, and resources.
What began as a resource for the creative team eventually grew into a Marketing Operations Hub for the entire department, creating one shared home for processes, documentation, and resources.
Reimagining the Website
With the brand system established, I took on one of the largest projects of my time at CuraLinc: completely rethinking the company website. Over four months, I led the project from the ground up while continuing to support the day-to-day needs of the organization.
I owned both the design and functionality of the experience, defining how the site should look, how users would navigate it, and how content and features would work together. I partnered closely with an external HubSpot designer to translate that vision into a responsive, accessible site built to evolve with the business.
The result was more than a new visual identity online. It was a complete rethink of how CuraLinc presents itself, organizes a growing portfolio of solutions, and guides different audiences to the information they need. Visit curalinc.com to see more.
Beyond the Website
Some of my favorite work at CuraLinc happened outside traditional marketing. I had the opportunity to turn the brand into physical experiences, interactive sales tools, and new ways of telling complex stories.
From designing immersive event experiences and creating a custom CuraLinc card game to developing personalized member journeys that helped bring our solutions to life for major prospects, each project required a different approach. The common thread was using design to make CuraLinc easier to understand, more engaging to experience, and harder to forget.
Lasting Impact
The work completed during my time at CuraLinc was about more than launching projects. It established a stronger digital foundation, created greater consistency across customer touchpoints, and helped position design as a strategic partner within the organization. The systems, relationships, and experiences built during this time continue to support the company's growth.
I've literally never seen something you've created ever be short of amazing, no joke. I'm sure it’s great!
— CuraLinc Colleague