Key Achievements:

• Created an innovative "two lies, one truth" narrative framework
• Developed dynamic animation sequences
• Extended bold messaging across the site architecture
• Established a distinctive voice for post-acquisition identity
• Crafted compelling value propositions that challenged industry norms

What is Giant Creative Strategy? 

Before their acquisition by the Evoke Group, Giant Creative Strategy stood as the West Coast's largest independent healthcare agency. Their work goes beyond traditional healthcare marketing — they promote breakthrough treatments that range from rare disease therapies to public health solutions, transforming how the world interacts with healthcare.

The Challenge 

Post-acquisition, Giant faced a pivotal moment: how to maintain their bold, independent spirit while evolving their brand identity. In an industry where websites often feel sanitized and corporate, they needed a digital presence that would capture attention and spark conversation. The real challenge wasn't just standing out, but doing so while maintaining essential credibility.

The Ask 

Giant offered me something rare in healthcare marketing: complete creative freedom. They wanted their website to be more than informative — it needed to be provocative, memorable, and above all, different. This freedom became both an opportunity and a design challenge: how to push boundaries while serving the fundamental needs of sophisticated healthcare clients.

Design Philosophy 

I approached this project through a lens of spectral design, considering both immediate impact and deeper engagement at both ends of the marketing funnel. The surface needed to capture attention with bold statements and striking animations, while deeper layers would reveal thoughtful insights about healthcare marketing.

The core concept emerged from this tension between surface and depth: a series of triplicate-build animations that would play with truth and perception. Each sequence would present two lies and one truth about healthcare communications, creating a thought-provoking journey that challenged visitors to think deeply about healthcare marketing.

Breaking Convention 

The animations weren't just clever wordplay—they were carefully orchestrated moments of revelation:

"Health is nothing. Healthcare is without meaning. The healthcare experience is nothing without deep, meaningful engagement."

“Don't change. Don't make a difference. Don't just change healthcare. Make a dramatic difference in patient lives.”

“Brands will be forgotten. Meaning will be forgotten. Brands with experiences that are deep and meaningful will not be forgotten.”

Each statement built upon the last, creating a rhythm that drew visitors through the experience. The timing of reveals was also crucial, as I needed to give each statement enough weight to land while maintaining momentum through the sequence.

The Visual Language 

I developed a clean, minimalist design framework that let the words take center stage, with the typography and animation creating moments of tension and release. This visual restraint served two purposes:

• It gave provocative messages room to breathe
• It demonstrated Giant's prowess in balancing boldness with sophistication

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Implementation and Evolution 

This approach became the foundation for the entire site architecture. Each section was designed with two user journeys in mind:

• The quick-scan visitor who would be captured by bold headlines
• The detailed researcher who would find depth and substance in the messaging

Every page reinforced Giant's fearless approach while maintaining the gravitas necessary for life-changing healthcare innovations. Design and copy worked in harmony to create moments of surprise and revelation, encouraging visitors to explore and engage the content.

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Results and Impact 

The website transcended typical healthcare marketing conventions to become a statement about Giant's role in the industry. The bold messaging framework:

• Distinguished Giant in a traditionally conservative industry
• Demonstrated innovative thinking through actual innovation
• Created memorable moments that sparked conversations
• Established a strong post-acquisition identity

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Key Insights 

Often in design, the space between what's expected and what's possible is where magic happens. By directly confronting healthcare marketing conventions, I created something that didn't just describe Giant's fearless approach but demonstrated it on their site.

Looking Forward 

This project exemplifies how creative freedom, when paired with strategic design thinking, can produce work that transforms perceptions. The success of this redesign proved that, even in healthcare marketing, there's room for a little productive discomfort.

Want to see how I can bring bold thinking to your team? Contact me at the link below.