Optum Store: Growth Marketing
Expertise:
Overview:
Optum, Inc. is an American healthcare services provider with business interests encompassing technology and related services, pharmacy care services and
various direct healthcare services.
Outcome:
The project delivered a design system and style guide with templates for graphics, social media, and web visuals, aligning with Healthline’s refreshed brand. This scalable system cut content production time by 20%, improved brand recognition by 15%, received positive feedback, and built user trust with consistent, approachable design.
My Role:
I worked closely with the creative director to design and animate various social media graphics, digital ads and print materials for marketing. Also storyboarded and animated weekly graphics for various social media platforms, designed evergreen modules for digital advertisements and e-newsletters, and created direct mailers, sell sheets, and other printed materials.
Credits:
PH Oster, Alexis Lira, Sanchez Stanfield, Jay Jung
Emails:
Our team used A/B testing to refine designs based on real performance data. We tested variations in layout, color, and imagery to see what drove the most engagement. By analyzing results, we made informed design decisions that enhanced user experience and effectiveness.
The Challenge:
The goal was to create cohesive and engaging marketing materials for the Optum Store across social, digital, and print platforms while staying true to the brand's identity. I analyzed brand guidelines and healthcare marketing trends, incorporating insights from A/B testing to refine designs.
Email Campaigns
[Online Marketing]
[Desktop]
Web
[Desktop]
Web
Paid Ads (Static)
Developed scalable paid ad systems with the team, designing flexible layouts that could support multiple message and visual variations. I refined composition, type, and CTA emphasis through A/B testing to improve performance while preserving a polished, on-brand look.
Social
Created platform-specific social designs built to stop the scroll, using bold composition, brand-forward color, and adaptable templates. I optimized layouts for different formats and placements while maintaining a cohesive visual language across channels.
Social
[Online Marketing]
Social
[Online Marketing]
Social
[Online Marketing]
Direct Mail / OOH
Extended the digital visual system into physical spaces by designing high-impact direct mail and out-of-home assets. I focused on legibility, hierarchy, and brand presence at a distance, ensuring messaging remained clear, accessible, and consistent across print environments.
