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Project Outcome
This toolkit helps change how we talk about life-limiting care, centering empathy, agency, and inclusion in every message. By transforming deep research into a hands-on resource, it supports practitioners and families in having better, braver conversations. Now freely available, it’s already being used across systems to shape how serious illness is framed and how people feel when they hear about it.
We designed a visual identity that felt warm, human, and non-institutional, featuring inclusive, abstract illustrations and calm, approachable typography. Motion elements and color cues were used to evoke empathy without relying on cliché imagery. The design aligned with the messaging: clear, caring, and confident. Visuals weren’t just decoration, they carried meaning and built trust.
Patient-Centered Messaging Toolkit for Serious Illness Providers
Conversations about hospice and palliative care are often avoided or misunderstood, leaving families and patients isolated in moments that demand clarity and compassion. The client had years of research showing how traditional messaging failed to connect and needed a communication framework that could empower, inform, and shift the narrative. We were tasked with transforming academic insights into actionable, emotionally intelligent tools. The challenge: make it accessible, credible, and ready to scale.
Deliverables
Identity Design
Visual System Design
Brand Guidelines
Website Design
Communication Material Design
We analyzed qualitative research and extended it with stakeholder interviews to surface the emotional gaps in current messaging. Five communication principles emerged, prioritizing dignity, informed decision-making, and cultural representation. These became the foundation for how language, tone, and positioning were shaped throughout the toolkit. Every element was grounded in the lived experience of care.
We organized the toolkit into three accessible modules, messaging steps, communication tips, and inclusive language guidelines. Each section included do’s and don’ts, conversation starters, and real voices from the field to support immediate use. The format was modular and open-source, allowing for adaptation across healthcare, policy, and community-based orgs. Every tool was built to empower action, not just awareness.
Client
University of Washington School of Medicine
Sector
Healthcare Serious Illness Care
Project Type
Design
Role
Design Director | Constructive
