Recovery Centers of America
Designing a System of Care for Behavioral Health
Designing trust-first healthcare marketing at scale—building emotionally grounded, clinically credible messaging across multiple regional markets.
The Challenge
RCA needed to elevate brand trust, differentiate each location, and create a cohesive, high-performance marketing system for community outreach, paid media, and patient acquisition.
The existing brand lacked consistency, emotional clarity, and diversity of representation. Messaging also failed to communicate a true continuum of care—focusing on admissions instead of long-term recovery.
What I did
I led the creative and brand strategy for Recovery Centers of America, building a unified storytelling system that could scale across multiple treatment centers and regional markets. I developed a modular campaign framework that aligned messaging, design, and tone across billboards, digital ads, social, and community outreach—while allowing each location to feel locally relevant and human.
I defined the core narrative pillars, created reusable visual and copy systems, and worked closely with marketing and regional teams to ensure every asset met both brand and compliance standards.
Role: Director of Creative Marketing Deliverables: Digital & Print, Refreshed Brand Guidelines
Strategic Approach
I built a modular creative system that solved three problems simultaneously:
Human-Centered Messaging
Campaigns were built to reduce anxiety and communicate care options clearly—focusing on empathy, dignity, and clinical credibility. Every asset aligned to one of three narrative pillars: hope, evidence-based care, and community connection.
I designed a flexible visual and messaging system that allowed each market to localize while preserving brand consistency—using standardized templates, color systems, typography, and image frameworks.
Assets were built to move quickly from concept to deployment, enabling multi-market rollouts across billboards, social, digital, paid search, and community materials without creative rework.
Campaign Gallery
Billboard Design - Before
Billboard Design - After
Social Assets
