Creative Director/Art Director/Writer
I was asked to create content and ways to share it for SKLD Nursing Care . The term we hear is ecosystem, which I hate, but in this case it makes sense. I created a system for SKLD to have conversations with their customers and patients.
Step one were the videos which explained how SKLD is changing nursing care. I had to dig in and learn a lot about the business, which was also a great exercise in humanity. Thinking about the lives of elderly people and those who love them, you can’t help but develop empathy. After all, most of us will be in that position at one time or another.
Animation allowed us to address serious subjects without getting overly serious. It also helped define the brand in a unique way.
I wrote each piece based on a benefit of the brand; technology, staffing, philosophy, commitment etc. I like taking a complex story and breaking it into digestible messages.
My client was wonderful in letting me express these complex issues in conversational language so that everyone from a grandparent to a surgeon will understand our message.
That’s not talking down to people, that is talking with them.