The Story

Visual storytelling through infographic design is a powerful tool in content marketing, particularly in the healthcare sector where clear communication is vital. Infographics serve as a bridge between complex information and the understanding of diverse audiences, making them indispensable in conveying information effectively and efficiently.

As a digital marketing manager at Spok, a company specializing in communication workflow solutions for healthcare professionals, I’ve had the unique opportunity to shape how we visually communicate complex and technical concepts. My role extends beyond traditional content marketing strategies, diving deep into the nuances of design, and its impact on message delivery.

The transformation of Spok’s visual identity from 2019-2021 marked the beginning of our brand’s evolution. Working alongside talented design consultancies, I witnessed and participated in the elevation of our brand and user experience. This collaboration allowed me to contribute to the iconography development while learning from industry experts about the intricate balance between aesthetics and functionality. The consultancies provided detailed guidelines for iconography, typography, and overall aesthetic elements, creating a robust foundation for our new visual identity. This framework became the springboard from which I could expand our visual library while maintaining consistency and professionalism.

One of my most significant projects was reimagining a widely-referenced infographic design about the enduring relevance of paging technology in healthcare settings. This project exemplified the delicate balance between honoring established brand standards and introducing innovative design elements to enhance storytelling. The challenge lay in presenting technical information about paging systems in a way that would immediately resonate with healthcare professionals while maintaining accessibility and visual appeal.

In approaching this redesign, I prioritized several key elements of effective infographic design. First, the visual hierarchy needed to guide viewers naturally through the information, making complex data digestible at a glance. Second, accessibility was paramount – ensuring that color contrasts, font sizes, and spacing met or exceeded standard requirements for readability. Third, the design needed to incorporate our new brand elements seamlessly while maintaining its own distinct identity within our visual ecosystem.

The result was an infographic that not only adhered to our updated brand standards but elevated our content marketing efforts through sophisticated visual storytelling about paging technology’s role in healthcare. By carefully selecting icons, colors, and layouts that supported the narrative, I created a visual journey that emphasized the reliability and importance of paging systems in modern healthcare settings. The design choices were intentional, each element serving to reinforce the message while maintaining visual clarity and professional polish.

This project exemplified my approach to infographic design: creating visually appealing content that prioritizes user experience and information accessibility. In healthcare communication, where accuracy and clarity can impact patient care, this balance becomes even more crucial. The success of this infographic demonstrated how thoughtful design can transform complex technical information into engaging, accessible content that resonates with its intended audience while maintaining professional standards and brand integrity.

By focusing on the intersection of good design principles, accessibility requirements, and effective information delivery, I’ve helped ensure that Spok’s visual communications and content marketing continue to serve our healthcare professionals effectively while advancing our brand’s visual storytelling capabilities.

Once our new look was established, I was able to take that look and layout new pages, flow content, etc. I also got the opportunity to re-design an older but very popular infographic that discusses the importance of paging and how it’s still incredibly relied upon in healthcare today.

There were some parts of the infographic design that came from new brand standards we decided to implement which assisted in a clean look, but I was able to really take control of how the graphics themselves told the story of pagers, and how their reliability remains stable in hospitals.

I wanted to ensure the message of paging and how it empowers clinicians resonated, while providing very straightfoward, accessible content.