design & research
Brand Identity for a Statewide Air and Ground Medical Network
Role: Graphic Designer, Multimedia Specialist
Tags: Brand Identity, Graphic Design, Photography, Environmental Design, Visual. Communication, Campaign Design, Marketing Materials, Project Coordination
Tools: Adobe Photoshop, Illustrator, InDesign, Premiere Pro, Figma, Monday.com, Microsoft Office Suite, Sony Camera Systems, Drone Photography
Details: Full-time, HealthNet Aeromedical Services, Inc
Responsible for managing the company's visual communication strategy, brand identity, and design production for both the HealthNet Aeromedical (Air Crew) & HealthTeam Critical Care Transport (Ground Crew)
Project Overview
Original Photography, Buckhannon Base, West Virginia
HealthNet Aeromedical Services, Inc. is a statewide medical transport organization serving West Virginia and surrounding regions through both air and ground operations.
As the organization’s sole designer, I led creative initiatives that unified its visual identity, strengthened internal and external communications, and elevated its overall brand presence.
My work spanned photography, graphic design, environmental graphics, and digital content creation - bridging creative direction and strategy to represent both the air team (HealthNet Aeromedical Services) and the ground team (HealthTeam Critical Care Transport).
Brand Identity & Visual System
To elevate HealthNet Aeromedical’s public presence and visual consistency, a large step-and-repeat banner was designed for press events, ceremonies, and media appearances. The banner became a key backdrop representing the organization’s air medical crews, executives, and community partners - serving as a clean, professional foundation for visual storytelling.
In addition to event materials, logo concepts were developed for HealthNet Aeromedical’s 40th Anniversary, exploring ways to honor four decades of service through a modern yet respectful visual language.
Before
After
A unified email signature system was also implemented across administrative and base leadership teams, ensuring a cohesive digital presence that reflected the organization’s professionalism and attention to detail.
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Together, these design initiatives enhanced brand clarity, strengthened internal communication, and established a consistent visual foundation across print, digital, and environmental applications.
Environmental & Large-Format Design
HealthNet Aeromedical’s environmental graphics were designed to extend the organization’s brand presence beyond digital platforms and into physical spaces that staff, patients, and visitors interact with daily.
First Floor - Air and Ground in Motion
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The first-floor design features original photographs of a HealthNet Aeromedical helicopter and a HealthTeam Critical Care ambulance, captured and composited to convey energy and purpose.
The helicopter image was directed and photographed by me at sunrise to capture soft natural light, then integrated into a mountain backdrop for visual depth.
The ambulance scene was digitally transformed to suggest forward motion, with color and light adjustments blending all elements into a cohesive, realistic composition.
Interior Immersion - Inside the Mission
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The interior poster was conceived as an immersive window into a live mission, offering elevator passengers a sense of movement and purpose.
The upper section shows the cockpit view from a HealthNet helicopter, while the lower section - photographed and directed by me through the rear window of a HealthTeam ambulance - reveals two crew members en route to Charleston, with the State Capitol visible in the distance.
Designed for a 10 to 12 second elevator ride, the composition relies solely on imagery and branding, creating a moment of visual engagement rather than text-based messaging.
Second Floor - 40 Years of Service
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The second-floor design presents a minimalist composition featuring text on a clean background, created in collaboration with the Corporate Communications Manager.
The piece commemorates HealthNet Aeromedical’s 40 years of service, balancing simplicity and reverence to reflect the organization’s enduring commitment to care.
Final Product
Additionally, a vehicle wrap design was developed for a WVU Medicine partner hospital’s emergency truck, reinforcing the collaborative relationship between institutions while maintaining clear, consistent brand alignment. Both projects demonstrated how large-format design can merge practicality with visual impact, creating branded environments that inspire trust and recognition.
Rendered Proof
Final Product
Events & Organizational Media
Creative direction and photography played a central role in documenting and designing materials for HealthNet Aeromedical’s major events and organizational initiatives.
This included photography coverage for the flight academy class Romeo's graduates ceremony, complemented by a flyer design created specifically for the event.
During the aircraft dedication ceremony, a dedicated handout was designed to commemorate the occasion, alongside comprehensive event photography capturing the newly dedicated aircraft, the CEO in attendance. These visual materials were later used across internal channels and social platforms to extend the event’s reach.
Educational and internal development initiatives were also supported through photography and graphic design, including classroom documentation of pilot training and flyers promoting aviation-related educational sessions.
Each project balanced documentation and design, reflecting the organization’s commitment to professionalism, teamwork, and community engagement.
Campaigns & Social Media Content
A cohesive social media presence was developed to highlight HealthNet Aeromedical’s people, mission, and culture through visually unified campaigns. These included appreciation posts such as National Women’s Pilot Day, Administrative Professionals Day, and EMS Week, each designed with original photography and branded graphic design that celebrated both air and ground teams.
National Women's Pilot Day
Administrative Professionals Day
EMS Week
In addition to awareness campaigns, targeted recruitment materials were produced to attract qualified medical professionals, featuring authentic photography and concise messaging tailored to each operational division. These visuals helped reinforce company’s identity as a trusted and dynamic healthcare organization.
A separate patient storytelling campaign invited community engagement by encouraging individuals to share their experiences with HealthNet’s air medical transport services.
Each campaign maintained a consistent design language, ensuring visual cohesion across social platforms while conveying the organization’s commitment to service, teamwork, and care.
Integrated Design Impact
Across all visual and communication initiatives, design played a central role in strengthening HealthNet Aeromedical Services’ and HealthTeam Critical Care Transport’s brand presence. Each project - whether environmental graphics, recruitment materials, or social media campaigns - was guided by the goal of creating a unified and trustworthy visual language that reflects excellence in emergency care and community service.
Through a combination of original photography, design systems, and strategic content planning, the organization achieved a more cohesive identity that enhanced both internal communication and public perception.
These efforts not only modernized the brand’s visual voice but also reinforced the professionalism and dedication of its teams across West Virginia and partner networks.
This integrated design approach demonstrates how thoughtful visual storytelling can bridge technical precision, human empathy, and brand integrity - turning complex organizational goals into meaningful, accessible experiences.