To celebrate World Heart Day, the Caribbean Heart Institute (CHI) sought to create a campaign that felt joyful, human-centred, and appreciative of the dedicated professionals who care for patients behind the scenes. Rather than focusing on patients, this year’s initiative aimed to spotlight the nurses and medical staff, honouring their years of service and invaluable contributions to the institute. The goal was to break from the traditional, clinical tone often associated with medical organisations and instead embrace a more personable, celebratory approach.

The initiative aimed to move beyond a traditional, clinical tone and adopt a warm, people-first approach that felt approachable and uplifting. We developed a series of engaging, shareable social media posts, intending to foster a sense of appreciation within the CHI community and raise public awareness of the individuals who are vital to patient care.

The campaign featured a series of vibrant, people-first social media graphics, each spotlighting a CHI nurse or medical professional alongside their name and years of service. I designed a flexible, cohesive visual system using bright colours, approachable typography, and portrait-style imagery to create a celebratory and human tone. Background elements, along with the choice of typography, brought out a joyful and playful tone.

The result was a well-received campaign that boosted engagement on CHI’s social platforms and sparked positive internal feedback. Staff felt recognised and appreciated, and the visuals effectively conveyed warmth and gratitude, with the spirit of World Heart Day.