Art Direction · Graphic Design
As part of the provincial rollout of MySaskHealthRecord, eHealth Saskatchewan’s new online health information platform, I led the art direction and graphic design for the launch campaign. The initiative aimed to build awareness, accessibility, and trust around a new digital service that allowed residents to securely view their personal health information online.
I served as both Art Director and Graphic Designer, responsible for developing a distinctive campaign identity that aligned with the Government of Saskatchewan brand standards while establishing MySaskHealthRecord as a recognizable sub-brand. The main challenge was striking the right balance between maintaining visual continuity with the Government of Saskatchewan’s established branding and creating a look and feel unique to MySaskHealthRecord. The campaign needed to be instantly recognizable as part of the province’s communications network but still feel fresh and independent.
To overcome this, I developed three distinct creative approaches — one photography-based, one illustration-based, and one hybrid — and presented them to the client. I strongly recommended the illustration concept for its versatility and clarity in differentiating MySaskHealthRecord from broader government communications. The illustration system also provided flexibility for digital, print, and motion/video, ensuring brand consistency across all mediums.
The chosen campaign style successfully established a unique visual identity for the MySaskHealthRecord platform. The cohesive design system made the new sub-brand easily identifiable in public spaces and online, while the illustrated video effectively communicated the platform’s purpose and benefits in an accessible, visually engaging way. The campaign contributed to strong initial adoption and long-term brand recognition for MySaskHealthRecord across Saskatchewan.
Deliverables include:
Campaign branding and visual identity
Poster series for healthcare provider distribution
Informational brochures and printed materials
Social media ad content
Illustrated icon set
Storyboard and visual direction for animated launch video
Art direction and asset design for animation launch video
Promotional poster
Informational brochure
Social media ad content
Launch video storyboard
Launch video