Maxim Healthcare Services
Role: Creative Direction, Visual Design, Content Strategy & UX Writing
Columbia, MD | July 2021 - Present
Contributions
Ensured accessibility through adjusting brand colors, materials, logo, and web elements to meet ADA compliance standards.
Rebranded overall brand voice and tone while constructing messaging style guide to ensure consistency.
Refreshed taglines, ad copy, meta descriptions, for a more casual and personal approach.
Created, edited, and refined long and short form copy, including all UX web content, blogs, and marketing collateral copy.
Rewrite and redesign web copy for a smoother use experience and minimize user pain points
Refreshed brand identity, creating a more comprehensive and consistent visual design across all digital and print elements.
Team: Director of Marketing: Jaclyn Pavelec-Ceesay; Video Production Manager: Robert Koenig; Digital Marketing Lead: Julie Dellinger; Senior Graphic Designer: Daniel Chudy; SEO Specialist: Nick Eff
In collaboration with: CEO, CIO, Vice Presidents (ABA, Clinical), Project Managers (IS), Senior UX Designer, Developers, and more.
Tools Used: Adobe CS, Figma, WordPress
About Maxim: Maxim Healthcare Services has been a leader in the health space for over 30 years, providing skilled nursing, rehab, companionship, and behavioral care for individuals with chronic and acute illnesses.
A national rebrand
In 2021, Maxim split into two separate companies supporting home care and staffing services -
igniting the opportunity for a complete rebrand of its national presence focused solely on home care.
The brand’s prior pink was unusable due to it’s low contrast ratio.
I adjusted and deepened the Salmon pink in our logo, iconography, and overall color palette to align with ADA standards and accessibility needs.
Maxim’s new pink, Freshwater Salmon, has a contrast ration of 5:1, passes for contrast on all graphics, large text
18pt and above / 14pt bold and above, and regular text 17pt and below - meaning it is now usable in most capacities on our digital and print assets!
Most of the colors in Maxim’s prior guidelines did not meet the contrast level needed to pass ADA compliance. We re-imagined our color palette to include a more monochromatic, modern feel, while deepening our pink to keep the integrity of the Maxim brand.
Content strategy & UX writing
Writing Style Guidelines
The previous writing style guidelines hadn’t been updated since 2018. With our reimagined brand voice and imagery, we needed to establish a new standard for speaking.
We re-envisioned our brand voice to include new, refreshed messaging that reflected a more casual and personable tone.
Video Content
Drafting concepts, providing treatments, optimization, among other copywriting needs for Maxim’s video content.
Long-form content
Blog
5 Common Misconceptions about Autism | Read here
Blog
Jumpstart Your Career with Maxim’s Novice Nurse Program | Read here
Blog
Celebrating Autism Awareness Month | Read here
One year, two new websites!
Complete redesign of the Maxim Healthcare Services corporate brand, including leading all creative direction on web redesign, refreshed marketing collateral serving 180+ offices nation-wide, producing content strategy, copywriting, and UX writing for digital platforms. Our old site was using SiteCore, which came with its challenges. We first copied all of our content from SiteCore to WordPress. Once our site was manageable, we were able to fully reassess and reimagine our site for a complete redesign - visually and content-wise.
Responsibilities:
Updated, refreshed, and maintained brand guidelines across digital sites.
Wrote meta descriptions, ad copy, social media content, and long-from writing with new, refreshed messaging.
Worked with UI designers, UX researchers, and developers to create a new, cleaner and more user friendly digital space.
Challenges:
Complete overhaul of IA. Content re-analysis and restructuring the IA of a large pharmaceutical company's website
Conduct industry specific research to determine content placement and strategy
Ensure user flows across the site are intuitive and informative
The new ✨maximhealthcare.com✨
The new Maxim Healthcare website launched in June 2022, officially communicating the
organization’s long awaited rebrand with patients, caregivers, and the wider Maxim community.
Wins at a glance:
Established robust content outlines of 21+ pages with clear CTA’s, redirects, and context mapped out.
Created sitemap with refreshed navigation.
Conceptualized & presented user journey maps w/ vendors.
Presented research on industry UI/UX standards/best practices to leadership.
Downsized from 78 miscellaneous pages to 21 clean, organized, & informative pages.