Transforming Covenant Health’s Digital & Brand Experience

Campaign Concept Development · Brand Experience · Web Design · Integrated Campaign Design · Presentation Design

Healthcare Provider Standard of Excellence Award from the Web Marketing Association

Covenant Health System, the largest healthcare provider in West Texas and Eastern New Mexico, faced growing competition and fragmented online presence. With 13 disconnected websites, patients struggled to find the right care, and the lack of a unified digital experience weakened brand recognition.

I led the website redesign and brand experience refresh, ensuring a cohesive, patient-centered approach that improved usability, strengthened brand identity, and enhanced engagement across multiple touchpoints.

Challenge

• Declining Brand Preference – Increased competition from regional care centers was reducing Covenant’s consumer awareness and loyalty.

• Fragmented Online Presence – The healthcare system had 13 separate websites with inconsistent branding and navigation, making it difficult for users to find relevant information.

• Inefficient Content Management – The decentralized digital structure made it hard for Covenant’s corporate team to manage and update content across the network.

Brand Strategy & Concept Development

Before redesigning websites and campaign materials, the work focused on redefining how Covenant Health should show up across every patient interaction.

The challenge wasn’t simply consolidating 13 websites — it was creating a unified experience that felt more human, recognizable, and emotionally connected while supporting long-term growth across the healthcare system.

Concept development focused on:

• Establishing a clearer patient-first digital experience

• Defining how brand storytelling could strengthen trust and preference

• Exploring ways to connect real people, real places, and real care experiences

• Creating a flexible framework that could scale across web, campaigns, print, and future initiatives

• Aligning usability, content, and brand expression into one cohesive system

This concept-first approach informed both the website redesign and the broader campaign direction — helping transform fragmented touchpoints into a more connected healthcare experience.

Approach

Website Strategy & UX Improvements

• Rebuilt the information architecture to create consistent categorization, clear navigation, and structured service lines across all Covenant websites.

• Designed a unified web experience with standardized global elements, making it easier for patients to navigate services and for the organization to manage content.

• Strengthened the brand’s patient-first positioning by incorporating real people, real places, and real stories from West Texas communities—building a deeper emotional connection with users.

Integrated Campaign Direction & Brand Experience

The website redesign was supported by a broader integrated campaign strategy designed to strengthen awareness, increase utilization, and reinforce Covenant’s position as a leading regional healthcare provider.

Campaign concepts extended beyond traditional advertising into a coordinated ecosystem of education, engagement, and direct response designed to move patients from awareness into action.

This work included:

• Concepting and developing patient-centered campaign experiences spanning television, direct mail, print, physician communications, educational content, and digital touchpoints

• Designing campaign collateral including brochures, postcards, sales sheets, fulfillment materials, and promotional pieces for both consumer and physician audiences

• Supporting educational initiatives through web experiences, streaming video content, and a year-long editorial approach to ongoing patient engagement

• Creating communication systems designed to encourage preventative care, increase screenings and referrals, and strengthen long-term brand preference

• Implementing strong calls-to-action across channels to support engagement, appointment scheduling, and measurable response

This integrated approach helped transform Covenant from a collection of disconnected interactions into a more connected healthcare experience centered around education, access, and patient trust.

Internal Engagement Initiative: Covenant Employee Recognition Screensaver

As part of broader employee communications efforts, I also designed a dynamic employee recognition screensaver experience that launched across Covenant’s internal network.

Installed across employee computers systemwide, the screensaver created a visible, everyday moment of recognition by automatically surfacing employee-submitted praise and nominations in real time.

To support adoption and participation, the experience launched alongside a promotional campaign that began two weeks prior to rollout and encouraged employees to recognize peers who demonstrated Covenant’s values through their work.

Rather than functioning as a static internal communication tool, the screensaver became an evolving employee experience — turning routine moments across the workday into opportunities for celebration, visibility, and cultural reinforcement.

This work expanded beyond traditional print and digital deliverables and demonstrated how experience design principles can support employee engagement and internal brand culture.

Results & Impact

• 111% of Campaign Goal Achieved – Exceeding expectations with nearly 2,000 direct responses, including 781 scheduled screenings.

• Overflowing Demand – The success of the campaign led Covenant to pause additional media placements and direct mail drops due to fully booked appointments.

• Award-Winning Website Redesign – CovenantHealth.org received the Healthcare Provider Standard of Excellence Award from the Web Marketing Association, recognizing its improved usability, branding, and patient engagement.

• ROI of $1.94 – Demonstrating strong financial success and campaign effectiveness.

Lasting Impact on Healthcare Marketing

Although designed in a pre-mobile-first era, this project remains a valuable case study in healthcare UX/UI design—emphasizing brand consistency, patient-centered storytelling, and strategic digital transformation. The insights gained continue to influence modern healthcare design strategies, ensuring that patients receive clear, engaging, and accessible digital experiences when searching for care.

Visit the Covenant Health Website >