mind. body. soul.
Department of Veterans Affairs
In 2013, 1,000 veterans died while waiting to see a doctor. In the midst of these horrific failings, the Department of Veterans Affairs spent $20 million on art, further undermining the American people’s faith in the department. In an effort to erase this stigma, we developed strategies to improve patient experience nationally, which involved rebranding identity, communication, environments and, yes, artwork. To regain public trust, we spearheaded the Veteran Made Art movement--letting Veterans benefit directly was a win-win solution. With VA Headquarters, we created a national database of artists that led to new procurement policies and reduced overspending while addressing PTSD and mental health safety concerns. Patient surveys validated that improved environments raised perception of care by 75%, something we deem a great success.
National / Identity, Photo & Video
Creative Strategy
The word ‘healing’ comes from the ancient word haelen, which means to make whole. We translated this to reflect the harmony of mind, body and spirit. Whether a patient, family member, visitor or staff member - we aimed to address all populations.
We sought to create a powerful and immersive visual experience that enhanced overall patient health and well-being through nature imagery while communicating a sense of caring and compassion for the Veteran community.
Photo Art Direction
We toured most of the US over a 3-year timeframe to create the mind, body and soul photography collection for the Department of Veterans Affairs that aimed to imbue nature and a sense of the great outdoors into their healthcare facilities. Curating many exclusive collections under a general theme, we were able to offer each location its own distinction to engage visitors while giving staff something to be proud of - pride of place. We sourced, assigned and edited the nationwide collection.
We implemented Vets as ambassadors allowing them the opportunity to give back to their military community through photography commissions. Our short documentary on the project, highlighting Veteran and artist Larry Emerson, was nominated for an Emmy award in 2018.
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Design
In high-stress healthcare environments, effective wayfinding systems contribute to a sense of well-being, safety and security. Our objective was to create an effective information system that oriented visitors spatially as they traveled throughout the facility. This carefully planned and distinct hierarchy simplified decision making by educating visitors as to where and how they could expect to find the information they needed.
Designed graphics to brand primary corridors and pathways
Developed feature walls to offer significant visual cues
Established pride and honor with specialty feature walls
Built pride of place through dialogue and involvement features
“You are a tremendous asset. In a sea full of vendors that say they want VA business, but do not take the necessary steps to earn that business...it was so refreshing to actually get work accomplished with you. It was also a pleasure to have you listen…and not contradict our vision, but help our vision come to fruition!”