Client Challenge
The Veterans Affairs health care system needed a way to increase visibility around key services, programs, and initiatives. High-traffic areas inside the hospital—specifically elevators—offered an opportunity to deliver clear, compelling information to patients, visitors, and staff in a confined space where attention is naturally focused.
Project Goals
1. Reinforce trust and awareness of VA programs
2. Present complex information in a simple, visually engaging format
3. Improve clarity and visibility in a small, vertical layout space
4. Align with VA brand standards while refreshing the look
My Role
As the designer and visual communication lead, I was responsible for:
✓ Concept development and art direction
✓ Messaging hierarchy and layout strategy
✓ Iconography, imagery, and typography selection
✓ Full graphic design and refinement
✓ Preparing final print files for wrap installation
✓ Coordination with production specifications and material constraints
This work required balancing creative storytelling, healthcare communication standards, and technical precision for installation.
Solution
I developed a series of large-format elevator wraps using strong visual hierarchy, clean typography, and meaningful imagery that reflected the mission and values of the VA. Each design was optimized for close-range readability and the physical constraints of the elevator interior.
Design Strategy Highlights
✓ Human-centered imagery - Selected photography and visuals that reflect VA mission values—care, service, trust, and inclusion.
✓ Clear visual hierarchy - Key messages were prioritized using strong typography, intentional spacing, and simplified text blocks.
✓ Vertical composition optimization - Layouts were engineered specifically for the shape of the elevator interior, ensuring comfortable readability from various angles and distances.
✓ Consistent branding - Every wrap adhered to VA brand standards, ensuring consistency with broader organizational communication efforts.
✓ Production-ready precision - Artwork was formatted based on substrate requirements, bleed allowances, panel seams, and installation constraints.
Impact
✓ While specific metrics are internal to the VA system, outcomes included:
✓ Improved visibility of key programs and services
✓ Increased information retention due to captive viewing environment
✓ More welcoming and engaging elevator spaces
✓ Positive feedback from internal stakeholders and department leadership
✓ A reusable visual system that supported expansion to additional facilities
The wraps successfully turned a routine, overlooked space into a strategic communication asset.
Select Deliverables
1. Elevator wrap concepts and visual system
2. Multiple design variations for different floors/programs
3. High-resolution print assets
4. Production-ready wrap files
5. Visual guidelines for future expansion
6. Human-centered imagery
