CASE STUDY: HCWF Summit 2017

Healthcare Workforce Summit - Leading the Conversation

AMN Healthcare is the largest provider of medical staffing services to healthcare organizations in the United States. AMN is the parent company of over 25 brands, whose offerings include job portals, executive leadership and technology services. As the Senior Graphic Designer was my job to ensure the AMN brand was impactful.

Every year Healthcare Workforce Forum (a national organization for healthcare leaders) hosts an annual summit. The attendees include thought leaders, renowned keynote speakers and healthcare industry decision-makers. The 2017 Summit theme was “Leading the Conversation”. I designed over 75 deliverables for this event, which included website graphics, a mobile application, internal and external signage, tradeshow booths, presentation templates, giveaway items, pull-up banners, theme-night dinner party and more.

I designed several iterations for the 2017 logo; ultimately I ended up working with a local agency to help flesh out the theme. We took inspiration from the event location architecture (The Pendry) and leaned heavily on the idea of conversation and networking. Once the identity was finalized,it was my job to translate that logo in to various elements, and treatments that could be used for both print and digital assets.

Initial logo concepts

Final approved Summit logo

I worked with team members to create a Cvent enhanced mobile application for our event. It was responsive and the user experience needed to be seamless whether you were viewing on an iPhone, Android or tablet. This included graphics for the App Store, an icon system, navigation graphics and splash pages. We also had follow-up emails highlighting our keynote speakers; I created header graphics that were embedded in to Pardot.

Mobile App
Mobile & Tablet Splash Screens

The next print deliverable was the invitation. This large format tri-fold featured spot UV-coating and a custom die-cut. It was a unique challenge to merge the mid-century modern look of The Pendry with our Summit theme. We also used the invitation to announce our event night theme, Speakeasy. The finished product was a beautiful, and the invitation was mailed to over 300 prospective attendees.



I then begin to develop a directional signage system; featuring digital maps, attendee badges, and conference program. These would guide our attendees throughout the summit, and were available both in the mobile app and at our registration desk.

Directional Signage System
Digital maps featured in App Digital maps featured in App
 Badge System

Multi-page program was die-cut and treated with spot UV Multi-page program was die-cut and treated with spot UV
 Multi-page program was die-cut and treated with spot UV    Multi-page program was die-cut and treated with spot UV

We also had a Speakeasy themed evening party. The Pendy has a unique underground lounge, which is where we hosted all conference attendees for dinner, live music, signature cocktails and a gif photo booth. I created the identity for this event, which was completely different then the Summit logo. I worked directly with our event planner to create a unique and inviting experience for our attendees.

Dinner Identity 
Speakeasy - Directional SignageSpeakeasy - gold-foil cocktail napkins  

Speakeasy - Photo booth screensaver
The 2017 Healthcare Workforce Summit was a successful event with over 200 attendees. 97% of which were very satisfied and would recommend the conference to their collegues. My print and digital assets were imperative to establishing the overall theme and narrative for this multi-day event.