Overview

This concept case study was created for Wellth, a health management program for Medicare Advantage members aged 65+ with chronic conditions. The brief challenged me to design an enrollment campaign that would build trust with an audience often skeptical of technology and overwhelmed by healthcare messaging. I proposed introducing the program through a personalized birthday card mailer—using a familiar, positive moment to communicate care and position Wellth as a supportive health partner.

Design Solutions

• Empathy-Driven Concept — Proposed reframing enrollment as a celebratory "gift of health" delivered via birthday mailer, leveraging a naturally positive moment to build trust and receptivity.
• Clear Information Design — Simplified program details into a three-step visual flow using large, accessible typography and minimal layouts to reduce cognitive load for older adults with varying tech comfort.
• Trust-Building Visual Approach — Designed materials combining authentic photography, credibility indicators (ratings, data), accessible QR codes, and warm brand colors to reinforce legitimacy and approachability.

Outcome

The concept demonstrates how empathy-driven design can address skepticism in healthcare marketing. The birthday mailer approach offered a memorable alternative to traditional enrollment tactics, showing how thoughtful design can create trust with older audiences. This case study showcases strategic thinking and user-centered design principles applied to a real-world healthcare challenge.