Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Creative Direction: Lindsay Zarczynski
Art Direction: Emily Kurek
NCH Rebrand
Brief: Elevate NCH from a local community hospital to a leading advanced healthcare system, our team at The Partnership developed a comprehensive rebrand—spanning strategic research to full-market execution.
My logo concept was directly inspired by the new brand strategy, which embraces the bold evolution of a transforming healthcare system.
My Role:
I designed the final, selected logo. The logo design embodies boldness, confidence, and care. The gradient introduces depth and movement, making the mark more dynamic—an intentional nod to the original logo’s iconic “wave.”
With the logo lockup established, my Art Director and Creative Director created the new brand identity.
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Creative Direction: Greg Grantham
Copywriter: Savannah Bernson
HSS at NCH Strategic Partnership Branding & New Facility Opening Marketing
HSS at NCH is a partnership between Naples Comprehensive Health (NCH) and Hospital for Special Surgery (HSS), delivering world-class orthopedic care to Southwest Florida.
Re-brand Brief: Elevate the branding and visual identity for the HSS at NCH partnership to align with its reputation for excellence in orthopedic care. The refresh included a refined logo lockup and a suite of marketing materials, ranging from digital to print collateral.
New Facility Opening Brief: Develop and execute a two-phase marketing campaign to support the launch of the new HSS at NCH orthopedic facility, driving awareness, community engagement, and patient appointments through a full suite of branded creative assets and media placements.
This comprehensive campaign supported two key milestones: an Open House event and the facility’s official grand opening. Messaging should highlight HSS’s global leadership in orthopedic care while showcasing the new state-of-the-art facility and expert physicians. Deliverables spanned digital, print, out-of-home, and social, each tailored to engage local families, athletes, healthcare professionals, and key stakeholders, ultimately positioning HSS at NCH as the premier provider of advanced orthopedic care in the Southwest Florida region.
My Role:
I led the development of a refreshed brand identity for HSS at NCH, beginning with a refined logo lockup and evolving it into a comprehensive visual system designed to balance the HSS and NCH brands into one partnership brand. The goal was to ensure all materials communicated world-class orthopedic care with clarity and professionalism.
As the campaign for the new facility launch ramped up, I expanded one the brand system to support a robust, multi-channel marketing rollout. I was responsible for designing all creative assets across both phases of the campaign, Open House and Grand Opening, including digital display ads, social media graphics (paid and organic), direct mailers, rack cards, email templates, print advertisements, invitations, outdoor signage, and large-scale out-of-home placements like billboards, and a sand sculpture activation.
In parallel, I directed the visual tone of the campaign’s photography, establishing an image strategy around three core themes: healthy lifestyle moments, high-performance physical therapy in motion, and authentic images of the HSS at NCH providers.
Throughout the project, I worked closely with our account, copy, and media teams to align creative with strategic goals, managing tight timelines while maintaining consistency and design integrity across all platforms. This end-to-end creative leadership helped launch a successful campaign that brought attention, credibility, community connection to the new facility, and appointment scheduling.
Concept 1
Concept 2
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Art Direction: Emily Kurek
Copywriter: Marry McCormick
NCH Immediate Care Digital Campaign
Brief: Increase patient visits to the Southeast Immediate Care location by promoting online wait time checks and the option to join the digital waiting list.
My Role:
I partnered with our copywriter in the early concepting phase to develop two distinct creative directions for the campaign. Our goal was to differentiate immediate care from emergency care in a relatable way, while highlighting speed and accessibility.
Concept 1 – Humorous Approach:
Used playful visuals and lighthearted messaging to show common scenarios where immediate care is the better (and often funnier) option than the ER.
Concept 2 – “The Quicker Get”:
Emphasized efficiency and ease of access, reinforcing the convenience of online wait times and digital check-ins.
I designed all campaign assets using copy provided by our writer and refined them based on feedback from my creative director, art director, and account team. Final deliverables included both digital executions tailored to each concept. Both versions were A/B tested to determine which messaging and creative approach resonated most with the target audience.
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Creative Direction: Greg Grantham
Copywriter: Savannah Bernson
NCH Mascot
Brief: Develop a mascot that embodies NCH’s mission while fostering meaningful engagement with the Naples community.
My Role:
After our early brainstorming sessions, I helped define the strategic criteria for what this mascot needed to achieve—from being approachable and memorable, to embodying NCH’s core values and being practical within a healthcare environment.
Building on our team’s initial ideas, I expanded the mascot concepting phase by developing multiple characters. I named each one, crafted detailed backstories, and created full character profiles to explore how each mascot could represent different aspects of the brand.
To efficiently visualize the concepts and bring each character to life, I used AI tools to create the visuals for each mascot concept. This allowed us to quickly test visual direction, personality, and narrative viability.
Key Considerations:
– Is the mascot ownable, unique, and emotionally resonant?
– Can it serve as the face of the brand?
– Does it reflect NCH’s values and personality?
– How will it interact with patients and the community?
– Is it functional within the hospital environment?
After reviewing several strong contenders, Shelly and Sheldon the Sea Turtles were selected as the winning mascots. These characters struck the perfect balance between warmth, approachability, and regional relevance, helping NCH connect meaningfully with patients, families, and the Naples community.
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Art Direction: Emily Kurek
Creative Direction: Lindsay Zarczynski
Web Developer: Nathan Bell
NCH HR Website Re-design
Brief: Revamp the NCH Careers website to better attract top talent and enhance the overall candidate experience. As the first phase of NCH’s broader website transformation, this refresh introduces the newly established branding, setting the foundation for a more cohesive and engaging digital presence.
My Role:
I led the full design of the NCH Careers site, with a focus on clarity, accessibility, and visual storytelling. The goal was to showcase NCH’s culture, values, and opportunities in a way that feels modern, inclusive, and inspiring to prospective employees.
Working closely with our account and development team team, I translated business and recruiting goals into a clean, intuitive user experience. After designing the initial site concepts, I refined the designs based on feedback from my Creative Director and our account team, before presenting to our CEO, who is also NCH's CMO. Once approved the design comps were finalized for development.
This project not only improved the candidate journey—it also established the visual tone and structure for future phases of NCH’s website overhaul.
Explore the full site at nchjobs.org.
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Art Direction: Emily Kurek
Creative Direction: Greg Grantham
Invitation
Pocket folder
Organic social
Pop-up banners
Notepads
Agenda
2025 NCH Cardiovascular Summit Branding & Event Materials
Brief: The Naples Cardio Summit, hosted annually by the NCH Rooney Heart Institute in collaboration with the University of Michigan, is dedicated to advancing cardiovascular care. The summit brings together leading experts for in-depth discussions on critical topics, including coronary artery disease, cardiac prevention, and innovative treatments.
My Role:
For the 2025 summit, my Art Director established the event’s visual identity and brand direction. Building on that foundation, I designed a full suite of marketing and event materials to support both promotion and attendee engagement, and refined the assets based on feedback from my creative director, art director, and account team.
Deliverables included print and digital assets such as flyers, event signage, presentation templates, social media graphics, and on-site collateral. My goal was to maintain consistency with the established brand while ensuring each piece was clear, polished, and professionally aligned with the event’s prestige and medical audience.
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Creative Direction: Greg Grantham
Copywriter: Mary McCormick
Invitation
Event theme mood board exploration
2025 NCH Under the Rose Moon Annual Hospital Ball
The annual NCH Ball is a premier fundraising event that unites philanthropists and community leaders to drive meaningful change in healthcare. Each year, the event focuses on a strategic initiative within the healthcare system—this year’s goal is to raise $3 million.
Brief: Develop the event branding, marketing materials, and overall event experience to create a compelling and immersive atmosphere that inspires generosity and supports the fundraising mission.
My Role:
Working from client direction and in collaboration with our copywriter, I helped concept the event theme and name. We developed and presented three creative directions, ultimately landing on “Under the Rose Moon,” a name inspired by NCH’s mission and the acronym we created, R.O.S.E. (Recognition of Service Excellence). The concept also symbolized healing, longevity, and compassion, using lilac roses as a visual anchor to reflect themes of health and happiness.
Once the theme was selected, I designed the event branding and full suite of event marketing materials, including:
– Event logo options
– Save the date
– Formal invitation
– Sponsor booklet
– Print and digital ads
– Social media graphics
– Table numbers
– Event program
– Digital pop-up banners
Throughout the whole project I refined the designs based on feedback from my Creative Director and the account team, before finalizing the deliverables.
Logo exploration
Save the date
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Creative Direction: Tyler Pierce
Copywriter: Nicole Bennett
NCH Yes is Critical Campaign
Brief: NCH has been a pioneer in the cardiac arena for nearly 25 years and is committed to providing the highest quality of cardiovascular care in Southwest Florida. To ensure Naples has the best critical care close to home, NCH was working closely with the city of Naples and the community to build their new R.M. Schulze Family Cardiovascular and Stroke Critical Care Center in the downtown area.
What was at stake: If the Planning Advisory Board voted no - the Institute would have to move North, further away from the patient need. Every minute matters, so the location mattered.
My Role:
My team and I executed a full-scale, 3-phase political impact campaign under a tight timeline in just a few weeks, strategically guiding it through three phases to rally public support and secure a yes vote.
While the campaign logo was created by a freelance designer under the direction of my Creative Director, I was responsible for designing all campaign assets, including print ads, digital banners, flyers, social media graphics, and other promotional materials. I refined each asset based on feedback from my Creative Director and the account team before finalizing deliverables.
This fast-moving, community-focused campaign ultimately helped NCH win approval to build the Cardiovascular and Stroke Critical Care Center in the heart of Naples, where it can do the most good, because minutes matter.
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Creative Direction: Lindsay Zarczynski
2022 NCH Nursing
Annual Report
Brief: Design the 2022 Nursing Annual Report using the 2022 American Nurses Association Nurses Month branding to highlight all the incredible work done by NCH’s nurses.
My Role:
I was responsible for the full design of the annual report, ensuring that it not only highlighted the achievements of NCH nurses but also adhered to the American Nurses Association’s Nurses Month branding. The design needed to balance professional excellence with a warm, human-centered approach to truly showcase the impact of NCH's nursing staff.
After completing the initial design, I refined the report based on feedback from my Creative Director and the account team before finalizing the deliverable for print.
Client: NCH - Naples Comprehensive Health
Designer: Lindsay Muncy
Creative Direction: Lindsay Zarczynski
2022 NCH Bodies in Motion Annual Hospital Ball Branding
Brief: Develop the event branding and marketing materials for one of NCH’s largest annual events—the Hospital Ball.
The 2022 theme, "Bodies in Motion," was inspired by the event’s beneficiary: orthopedics. This theme informed a dynamic and cohesive visual identity, emphasizing movement, strength, and innovation in healthcare.
My Role:
As part of a collaborative team, I designed a comprehensive suite of marketing and event materials that aligned with the dynamic theme. While my Creative Director focused on the event logo design, I developed a full range of materials, including invitations, social media graphics, banners, print ads, and more.
The visual identity emphasized energy, movement, and the cutting-edge work of NCH’s orthopedic department, ensuring that each asset reinforced the event’s mission. After presenting the initial designs, I refined the materials based on feedback from my Creative Director and the account team before finalizing the deliverables for the client.