AGENTS OF CHANGE 2020

Bayer G4A, Digital Health Forum

CREATIVE DIRECTION FOR DIGITAL HEALTH FORUM 2020

Design: Beams of light cutting through dark – green and blue from the Bayer logo, like a Bat‑signal for healthcare innovators. A custom font, digital assets, and swag born from those beams. The dark made the light visible.

Marketing: A pivot from IRL to online, overnight. Focus shifted to the individual creators – their significance, their apps, their resilience. Jenny Wuestner on audience, COVID as unexpected collaborator.

Storytelling: Heroes in a dark year. The beams didn't just illuminate – they praised. Every digital touchpoint reminded each agent that their work mattered, especially now.

Project Mgmt: Quick, intention‑focused. Hitchcock Events in Berlin, Bayer G4A in content, Grace Moen on narrative, swag shipped to homes, assets built in days. The constraint became the creative engine.

(Design + Marketing ÷ Storytelling) × Project Management =

Agents of Change: The constraint didn't limit the creativity – it became the engine.

HEALTH FOR ALL 2020

Bayer G4A, Digital Health Forum

CREATIVE DIRECTION FOR DIGITAL HEALTH FORUM 2021

Design: Walk toward the beam – light at the end of a long pandemic year. A white/mint palette carried the beam's nuance. Two taglines: To The Moon (individual achievement) and For The People (impact). One year later, the dark gave way to brightness.

Marketing: A 360° ecosystem – website, video platform, social reads, photography style, swag. The shift from contributors to impact brought a hopeful, positive atmosphere.

Storytelling: No longer just heroes in the dark. Now the story was about what those heroes could actually deliver. To The Moon still aimed high; For The People landed the meaning.

Project Mgmt: Coordinated design, website, video production (sfg productions), and swag – all while scaling to 80+ countries. The complexity didn't break the system; it became the system.

(Design + Marketing ÷ Storytelling) × Project Management =

Health for All turned a tunnel into a runway and the beam, became the horizon.

HFA 2022

Bayer G4A, Digital Health Forum

CREATIVE DIRECTION FOR DIGITAL HEALTH FORUM 2022

Design: White‑tan warmth replaced white‑mint – the tunnel now a horizon. Three pillars: equity (yellow), access (magenta‑red), sustainability (cyan). A CMY lightshow, not RGB – colors that complete each other, used in light washes across the digital experience.

Marketing: The event matured. No longer just To The Moon or For The People – now three lenses framing every session, every asset. Yellow for fairness. Magenta for reach. Cyan for endurance. A palette that carried meaning, not just mood.

Storytelling: Two years into the pandemic, the beam became a spectrum. Health for All expanded from a tagline to a framework – equity, access, sustainability as the new trinity. Each color told a different story; together they lit the whole stage.

Project Mgmt: The ecosystem held – website, video platform, social reads, swag. Same partners, deeper integration. The shift from two taglines to three pillars required tighter coordination, but the system was now proven. 80+ countries again, but this time the lightshow ran itself.

(Design + Marketing ÷ Storytelling) × Project Management =

Health for All didn't need a new beam. It just split the old one into three colors – and the spectrum became the strategy.

Paulo Freire