DIGITAL and Print
Lab Week 2023
Canadian Society for Medical Laboratory Science's annual Lab Week campaign to celebrate lab professionals
Role: Art Director, Visual Designer, Illustrator
Ownership: Visual direction, ideation, execution
Scope of Work: Plan, design, and deliver CSMLS-aligned creative
Final deliverables: Poster, social media posts, stickers, tattoo design
Context
National Medical Laboratory Week is an opportunity to recognize an essential, often behind-the-scenes workforce and translate complex healthcare work into clear, human-centered storytelling that feels modern, inclusive, and accessible.
Objectives
Celebrate laboratory professionals, elevate awareness of their real-world impact, and deliver cohesive, scalable assets through a streamlined production process that prioritizes clarity, consistency, and cross-channel adaptability.
Creative Brief
Process
Define the concept of the “unseen” profession using figure–ground illusion as the core visual metaphor.
Explore and iterate on compositions, refining contrast, hierarchy, and legibility through references and testing.
Systematize the visuals into a scalable asset set across print and digital formats.
Deliver production-ready files with clear specs for consistent, efficient rollout.
Initiail drafts
Results and Impact
Increased awareness: Made the invisible role of laboratory professionals tangible and memorable through a visually engaging metaphor.
High engagement: Assets captured attention across channels
Scalable system: Created a flexible visual approach that can be applied to multiple formats and campaigns efficiently.
Enhanced perception: Positioned the profession as essential, thoughtful, and human-centered, reinforcing appreciation and recognition.
I’ve been collaborating with CSMLS for four consecutive years to create visuals that celebrate and elevate the role of laboratory professionals. Stay tuned for what’s coming in 2026!