HealthPartners needed a campaign that could build awareness of its full complement of men’s care and how it can help men be their healthiest at any age. 

This campaign was a continuation of the long-running HealthPartners “Make Good Happen” campaign. By using two fishing bobbers in the double o’s, we gave a nod to the generational love of a popular local pastime. The bobbers represent the special life moments that men share with their families often over multiple generations. The campaign was designed to tug at the heart strings of both the men that the campaign was trying to reach, and the women in their lives, by encouraging men to get their preventive care now so they don’t miss important life moments.

John M. Engholm (art direction/graphic design)
Chris McMullen (copywriting)
Amy Quinlivan (creative direction)

The core objective for this campaign was to promote the MOBE Health Guide app to participants. The team was tasked with creating a campaign that stood out from the existing marketing materials this audience had already received, while also connecting to the larger MOBE brand.

The primary channels for this campaign were email and direct mail. In both channels, app features were highlighted, while an incentive was promoted to encourage the audience to download the app.

With a tight direct mail budget, I proposed a 6 x 9” french-fold mailer that opened up into a 12 x 18” poster with the incentive and QR code prominently displayed to encourage the recipient to download the app.

John M. Engholm (art direction/graphic design)
Tim Woessner (copywriting)
Joy Himmer (production)
Amy Pressnall (creative direction)

TRIA Orthopedic’s reputation is built on a foundation of excellent care for even the highest level of athlete.

The market is crowded with messages from other orthopedic care centers. While many competitors focus messaging on their own offerings, TRIA had an opportunity to differentiate itself by focusing on the athlete patient and how TRIA could help keep them moving.

The initial “for the athlete in all of us” campaign needed to build on the reputation of the TRIA brand, while making a strong connection to the larger HealthPartners visual brand. The campaign theme is represented by professional and patient athletes in motion in the three TRIA logo colors. Color palette, font usage and photography style help create that connection between TRIA and the HealthPartners visual brand.

The three brand colors and grayscale athlete photography have carried throughout the initial campaign into the full suite of TRIA rebranding materials.

John M. Engholm (art direction/graphic design)
Chris McMullen (copywriting)
David Ellis (photography)
Ditch Creative (editing/video production)
Amy Quinlivan (creative direction)

This corporate card was intended to deliver holiday greetings to current and prospective clients. I was tasked with coming up with an interactive card on a relatively tight budget.

This card was placed in a square envelope. The card itself is a die-cut sleeve with a removable insert. When the insert was removed, additional seasonal greetings were revealed. A digital card that was sent from the MOBE Health Guide app to participants was also created.

John M. Engholm (art direction/graphic design)
Brandi Alyce (copywriting)
Joy Himmer (production)
Amy Pressnall (creative direction)

HealthPartners yumPower initiative encourages people to make small changes in how they eat and move. The goal of the initiative is to make “better-for-you” choices fun and easy – not just for HealthPartners members and patients – but for the entire community. 

To support this initiative, I led the design of a custom yumPower-branded vending bike that was pedaled to local lakes, parks, community events and HealthPartners clinics, where riders could deliver better eating messages and distribute free fruit and veggies to the community.

By being bright, playful and approachable, the design was intended to encourage engagement with parents and children wherever the yumPower bike went.

John M. Engholm (art direction/graphic design)
Olivia Broadus (illustration/graphic design)
Chris McMullen (copywriting)
Amy Quinlivan (creative direction)

To help encourage healthy lifestyles with our target audience, the team came up with the idea of creating a cookbook that would be sent to MOBE participants. I created a cookbook that featured nine summer recipes, healthy eating articles, and participant stories. The overall look of the book featured dynamic food photography, while showcasing the MOBE visual brand.

John M. Engholm (art direction/graphic design)
Brandi Alyce (copywriting)
Jenny Shea Rawn (photography)
Joy Himmer (production)
Amy Pressnall (creative direction)

This packaging design was used as a celebratory, “thank you” gift for orthodontics patients when they got their braces off.

The look of the popcorn bag tied to the overall HealthPartners branding at that time, while the illustrations helped aligned with the Dental and Orthodontics business unit.

John M. Engholm (graphic design)
Adrian Johnson (illustration)
Steve Sustacek (copywriting)

MOBE provides guided health solutions to promote better health and more happiness. As part of our ongoing lead nurturing, we leverage direct mail pieces to reach prospective customers. These direct mail pieces were sent to current and prospective MOBE participants to promote various products and services, explain incentive structures, share health content, and encourage further engagement in the program.

Each piece needed to effectively deliver its main message, while standing out from materials this audience had already received and connecting to the larger MOBE brand.

John M. Engholm (art direction/graphic design)
Brandi Alyce/Tim Woessner (copywriting)
Jenny Shea Rawn (food photography)
Joy Himmer (production)
Amy Pressnall (creative direction)

Soon after launching its new visual brand, HealthPartners had need for a branded suite of greeting cards to send to colleagues, patients and families for a variety of occasions. 

The goal was to create an integrated look across cards for multiple occasions. This was done using only using colors, fonts and iconography from the company’s visual branding, which created a unified line of cards that could be used for any occasion.

John M. Engholm (art direction/graphic design)
Chris McMullen (copywriting)
Amy Quinlivan (creative direction)

While at MOBE, I’ve had the opportunity to work on a number of campaigns where email was an important channel we used to share our messaging. Here’s a small sampling of emails I've created to reach current and prospective customers.

John M. Engholm (art direction/graphic design)
Tim Woessner/Jason Sawyer (copywriting)
Joy Himmer (production)
Amy Pressnall (creative direction)

As part of a children’s health initiative, the Talk-a-doodle-doo campaign was created to reinforce the importance of reading, talking and singing to babies and toddlers.

Through playful, approachable imagery and characters, the campaign communicated that – more than anything else – the relationships a baby forms in the first three years of life define the person they will become. Every snuggle, every smile, every game of peek-a-boo and every talk-a-doodle-doo builds a baby’s brain through the powerful magic of bonding. Anyone can do it. They don’t need any apps or fancy toys. The trick is to remember the importance of playtime.

The campaign was used across clinics, community events and through local partnerships with groups like the United Way.

John M. Engholm (art direction/graphic design)
Matt Davis (illustration/graphic design)
Shannon Fletcher (copywriting)
Liz Banfield (photography)
Pixel Farm (animation/videography)
Amy Quinlivan (creative direction)

HealthPartners brought together its yumPower and corporate health initiatives under the name PowerUp.

When the company decided to sponsor a new kids’ play area at CHS Field, it presented a perfect opportunity to promote the new brand in a big area just outside the center field concourse. 

Working with other existing St. Paul Saints vendors, I led the team that developed the PowerUp Play Zone – a fan engagement experience for parents and children at CHS Field. 

The Play Zone included four areas created to help the kids have fun and be active, while learning about better-for-you health choices. The PowerUp Peak climbing wall with a “Try for 5” fruits and veggies message. The Veggieland game provided a healthy take on the Candyland game with a big spinner full of food and activity options rather than the traditional candy approach. The Fruit Chute play set was decked out in characters from the PowerUp brand. Finally, the Club Clementine dance area captured the between-inning-fun that happens when the music and “PowerUp Dance Cam” get turned on and kids in the area start dancing.  

John M. Engholm (art direction/graphic design)
Olivia Broadus (illustration/graphic design)
Shannon Fletcher (copywriting)
Daniel Hoffstrom (editing/video production)
Amy Quinlivan (creative direction)

HealthPartners wanted to extend its Make Good Happen campaign to target seniors with the message that proactive health care could help them stay active, healthy and enjoy their everyday lives.

To accomplish this goal, I created a concept for use in fall that showed a senior couple cheering on their grandson at his football game. The sporting event scene is again intended to represent those special life moments that couples share. The message: Get your preventive care now so you don’t miss these important life moments.  

John M. Engholm (art direction/graphic design)
Chris McMullen (copywriting)
Jeff Johnson (photography)
Amy Quinlivan (creative direction)

I have storyboarded, concepted and art directed multiple videos and animations for various campaigns and initiatives. These assets were used as commercials on broadcast television, as ads in digital media buys, as videos for social media channels, instructional videos on a blog and have been featured at multiple events.

John M. Engholm (all videos – storyboarding/concepting/art direction; Fruit and Yogurt Smoothie Bowl recipe instructional video – video editing)
Amy Quinlivan (all HealthPartners videos – creative direction)
Amy Pressnall (all MOBE videos – creative direction)
Ditch Creative (TRIA Orthopedic videos – editing/video production)
Ben Stauffer (Blood Pressure Instruction video, MOBE awareness ad, Urgent Care, Back-to-school and Women’s Health campaign videos – animation and video editing)
Jenny Shea Rawn (Fruit and Yogurt Smoothie Bowl recipe instructional video – videography)
Pixel Farm (Talk-a-doodle-doo video – animation/videography)
Daniel Hoffstrom (PowerUp Playzone video – editing/video production)

I have storyboarded, concepted and art directed multiple photoshoots for various campaigns and initiatives. These assets were used in printed collateral, sales materials, as ads in digital media buys, on a blog and have been featured at multiple events.

John M. Engholm (all photos – storyboarding/concepting/art direction)
Amy Pressnall (all food photography – creative direction)
Amy Quinlivan (all HealthPartners photos – creative direction)
Jenny Shea Rawn (all food photography – food stylist and photography)
Liz Banfield (HealthPartners Talk-a-doodle-doo campaign and Make Good Happen campaign ad – photography)
Michael Crowser (Employee Giving campaign – photography)
David Ellis (TRIA Orthopedic ad – photography)