CSMLS

Designing a National Campaign to Celebrate and Elevate Lab Workers

Defined the visual direction for a national Lab Week campaign for the Canadian Society for Medical Laboratory Science, celebrating lab professionals across Canada.

Roles

Art Direction
Illustration
Visual Design

Overview

For three consecutive years, I was engaged by the Canadian Society for Medical Laboratory Science to design national Lab Week campaigns celebrating lab professionals and highlighting their contributions to healthcare.

For three consecutive years, I was engaged by the Canadian
Society for Medical Laboratory Science to design national Lab
Week campaigns celebrating lab professionals and highlighting
their contributions to healthcare.

Impact

3

consecutive years designing for National Lab Week

consecutive years designing
for National Lab Week

2

language campaign delivered across English & French audiences

language campaign delivered
across English & French audiences

The Challenges

KIYIZ needed to feel contemporary without losing its cultural foundation.
The challenge was to translate traditional craftsmanship into a modern visual system: one that feels relevant, distinct, and credible. To define this direction, I focused on the following challenges:

KIYIZ needed to feel contemporary without losing its cultural foundation. The challenge was to translate traditional craftsmanship into a modern visual system: one that feels relevant, distinct, and credible. To define this direction, I focused on the following challenges:

Refreshing the Campaign while Preserving Recognition

Maintaining the established theme “Behind Every Patient is a Lab Worker” while introducing a fresh visual direction each year

Balancing Emotion and Professionalism

Defining a style that feels human and celebratory, while remaining credible within a healthcare context

Designing for a Bilingual Audience

Ensuring all campaign assets worked seamlessly across English and French without compromising layout or hierarchy

Creating a Scalable Campaign System

Developing visuals that could extend across print, digital, and social while maintaining consistency

How might we build a narrative that connects customers to the artisans, process, and cultural context behind each piece?

Refreshing the Campaign while Preserving Recognition

Maintaining the established theme “Behind Every Patient is a Lab Worker” while introducing a fresh visual direction each year

Explorations

For the past three years, I’ve designed campaigns for lab professionals built around a consistent theme: behind every patient and diagnosis is a team of lab workers illuminating the path to care. Each year needed to feel visually distinct to avoid repetition while maintaining a celebratory tone.

Initial concepts explored placing lab professionals alongside other healthcare workers to emphasize their role behind every diagnosis. However, this approach didn’t fully capture the patient journey, leading to a shift toward highlighting different stages of life.

Final Results

Inspired by microscopic imagery, the visual direction uses circular forms to reflect cellular structures, bridging the unseen world of lab science with visible human experiences. Illustrations of individuals across different life stages highlight the continuous presence of lab professionals throughout the care journey. Gradients reinforce this system, reflecting the fluid, organic nature of microscopic environments.

For social media, I developed a series featuring a diverse group of lab professionals across various settings, unified by a consistent visual backdrop. All assets were produced in both English and French, requiring thoughtful layout adjustments to maintain hierarchy and clarity across languages.

HAVE A PROJECT IN MIND?

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HAVE A PROJECT IN MIND?

let's chat

Contact

HAVE A PROJECT IN MIND?

let's chat

Contact