ARCADIA — Healthcare SaaS Motion Ecosystem & Brand Direction
Scaling brand identity, mainstage event graphics, product marketing, and recurring content series for a leading healthcare data platform.
Role: Senior Motion Designer & Art Director
Tenure: March 2023 – January 2025 (2 Years)
Scope: Event Motion Design, Product Marketing, Brand Systems, Physical Merch, Episodic Graphics
Tools: After Effects, Illustrator, Photoshop, Premiere Pro
OVERVIEW
Over a two-year tenure as Senior Motion Designer at Arcadia, I owned the evolution and execution of the brand’s visual motion language. Healthcare data platform architecture is notoriously complex; my mission was to translate abstract algorithms, population health metrics, and software workflows into clear, engaging, and high-fidelity visual narratives.
I bridged high-level brand strategy with hands-on animation across every customer touchpoint—from mainstage LED displays at flagship industry events to product explainer series, customer story videos, and scalable media templates.
EVENT & ENVIRONMENTAL ART DIRECTION
Presentation Intro
Aggregate '24
Annual Customer Conference
For Arcadia’s marquee annual customer conference, Aggregate '24, I concepted and executed the end-to-end visual identity, environmental graphics, and mainstage motion. The conference brings together hundreds of healthcare leaders, data strategists, and tech innovators to explore the future of population health. The goal was to build an immersive, high-energy visual experience that unified keynote sessions, product roadmap reveals, and attendee touchpoints.
Mainstage & Keynote Environmental Graphics: Designed high-impact LED backdrop loops, speaker walk-on animations, and transition graphics for mainstage keynote presentations and breakout stages.
Promotional & Social Campaigns: Produced dynamic event teaser videos, email campaign assets, and social media kits that drove registration and attendee engagement leading up to the conference.
Environmental & Merch Design: Extended the event’s visual system into physical media, including venue signage, custom apparel, and physical attendee swag.
PRODUCT MARKETING & CUSTOMER STORYTELLING
Product Explainers & Customer Use Cases
To support sales enablement and product marketing campaigns, I developed a modern motion style for Arcadia's software platform feature launches and customer success stories. By blending kinetic UI mockups with fluid vector animation, I turned technical software features into compelling value propositions.
Product Explainer Series: Translated complex data integration and platform capability workflows into snappy, digestible marketing explainers.
Customer Use-Case Stories: Art-directed and edited narrative case study videos highlighting real-world healthcare provider impact and platform ROI.
UI & Data Animation: Created custom vector UI kits and kinetic data visualizations that clearly illustrated user workflows without clutter.
MODULAR SYSTEMS & MEDIA PACKAGES
High-Volume Content Engines & Series Branding
To empower the internal marketing team and accelerate video output, I designed modular graphics toolkits for Arcadia’s recurring digital media properties. These packages established distinct visual sub-brands while maintaining cohesive alignment with the core corporate identity.
Data Bytes Video Series: Developed animated title cards, lower thirds, and social motion assets for the weekly newsletter video series.
The Source Webinar Package: Built a slick, broadcast-style graphics kit for executive-led webinars, panel discussions, and Q&A sessions.
Unlocking Big Data Campaign: Created custom motion packages and visual assets for high-performing video marketing campaigns.
Modular Motion Toolkits: Engineered flexible After Effects templates that allowed internal editors to rapidly deploy lower thirds, callouts, and intro bumpers.
IMPACT & OWNERSHIP
Centralized Motion Standards: Unified Arcadia’s visual brand language across product marketing, social channels, and live events over a 2-year period.
Accelerated Production Turnarounds: Engineered modular Motion Graphics Templates (MOGRTs) that reduced internal video turnaround times for recurring webinar and social content.
Cross-Functional Leadership: Collaborated directly with executive leadership, product marketing managers, event directors, and external vendors to deliver cohesive brand experiences.