"AllHeart, EveryShift" Digital Campaign for AllHeart
An integrated campaign for National Nurses Week highlighting the real experiences of nurses, both in and out of scrubs.
Brand: AllHeart
Role: Art Direction, Principal Design
Above: AllHeart's old social content
Project Details
AllHeart wanted to reintroduce itself during National Nurses Week, a moment to celebrate the people behind the brand and reignite its presence on social media. With its eye on competing brands, it saw an opportunity to modernize its voice and create a stronger sense of community. The goal was to move away from a “just posting to post” approach and toward a feed that felt intentional and elevated.
Approach
Working solo from a short brief, I concepted a full campaign built to relaunch the brand’s digital identity through real stories and authentic connection. My proposal, All Heart, Every Shift, centered on profiling real nurses and highlighting their day-to-day experiences both in and out of scrubs. Each story would live across social, web, and video content, unified by the hashtag #AllHeartEveryShift, creating space for nurses to share their own experiences and celebrate the heart behind the work.
I developed the campaign’s visual direction, content strategy, and creative assets to introduce this new tone and approach. Beyond the initial social rollout, I proposed a branded landing page, a blog series, and long- and short-form video content for YouTube and IG Reels. Everything was motivated by a desire to create a more cohesive and meaningful conversation with the nursing community.
While the campaign ultimately took a more conservative direction, this project remains one of my favorite examples of thinking beyond the brief. A concept built to celebrate real people and give them the space to share the heart behind their work.
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