yasmin vahdatpour

CHALLENGE Create an emotional response to generate recruiting leads and align with refreshed brand culture. 
IMPACT To stand out within the our healthcare space and targeted speciality lines.
OUTCOME The campaign is currently active, but our preliminary analytics indicate a significant positive response and lead-gen.  
INVOLVEMENT Concept development done in collaboration with our Marketing Supervisor.
I provided creative direction through image sourcing, type design and execution across a variety of media platforms
(print and digital advertising, direct mail, and landing pages).

CHALLENGE Design an environment that is reflective of our brand culture and messaging. 
IMPACT To drive traffic to our booth and stand out on the tradeshow floor.
OUTCOME Significant increase in booth traffic, leads, and conversions in comparison to previous booth presence.
INVOLVEMENT Concept development done in collaboration with our Marketing Supervisor and Recruiting.
I provided overall creative direction, including photo shoot art direction, spatial and type design, and execution across a variety
of media platforms (20'x30' tradeshow booth, bookmark insert, brochures and recruiting collateral).

CHALLENGE Attract the attention of millennials interested in a corporate internship within healthcare. 
IMPACT To reflect our company culture, enthusiasm, and approachability.
OUTCOME This visual direction was a drastic shift in approach from previous booth iterations. The recruiters has positive feedback, sharing that felt proud to represent CEP America and what they can offer potential interns.
INVOLVEMENT Concept development done in collaboration with our Marketing Supervisor and Recruiting.
I provided overall creative direction, design and execution. 

MasterClass
Art direction, design, image sourcing and copy writing for MasterClass Facebook ad campaign. MasterClass is a VC-funded startup that is re-imagining online education. The classes combine video content, interactive assignments, and social interaction with the masters themselves.

Henge Docks
Art direction, design, photography, and copy writing for Henge Docks Facebook holiday ad campaign.

Henge Docks
Art direction and poster design for the International Consumer Electronics Show. 
As seen here, the posters were installed on the exterior Henge Docks 20x20' tradeshow booth. 

CEP America is a democratic Partnership owned and operated by our practicing physicians. Each of our 1800 physicians is an owner
and Partner in the organization. We hold an annual meeting called Partnership. This event is a way for our providers to connect,
receive business updates, attend continuing education courses, and celebrate success with one another. 

There are considerable visual deliverables as part of this event. I provide all creative direction in conjunction with Marketing,
Meetings & Events, and C-Suite Leadership. Each Partnership Meeting has a theme - this year is Space Galaxy.
The app and design deliverables are in early stages but this is the initial visual direction.

As shared above, each Partnership Meeting has a theme.  Last year was Superheroes - where we celebrated the heroes within our Partnership.
The app and design deliverables all shared a distinctive visual story. 

Our Partners attend an annual Spring Symposium, in one of three locations, where they receive business updates from leadership, continuing education courses,
and connect with one another. In collaboration with Meetings & Events and C-Suite Leadership, I lead all creative - from design and project management
of the app development to leadership presentations and giveaways. This was the first time we integrated an app as part of the Spring Symposium. 

Conceptualized and designed an infographic about the factory retooling efforts at Tesla.

Creative direction, photography, and copywriting for the Henge Docks website.
Henge Docks designs high performance, comprehensive docking stations
for Apple MacBook computers, iPhones and iPads. 

Our bimonthly company e-newsletter was in desperate need of a refresh. While our company is in process of rebranding, I pushed for us to design and integrate this content into Marketo. We have seen a sharp uptick in employee engagement and positive feedback.

This year, our Knowledge Management team and Marketing built out an online community with Jive. We integrated all of our e-newsletters with Marketo and housed them in Jive. As part of this process, I led a refresh of our outdated graphics with visual that better represented the simple yet bright and innovative direction that our company is headed. 

Feature design, and illustration and animation art direction for iPad, Android and Kindle.
Opening scene and respective icons animate throughout feature. 
Illustration by John Patrick Thomas and animation by Jimmy Simpson. 

At PCWorld magazine, I was responsible for the visual and interaction design. I also sourced and art directed illustrators, animators, and photographers for features. 

Feature design and photography art direction for both print and iPad. 
Photography by Peter Belanger.

Feature design and illustration art direction for iPad, Android, and Kindle.
Opening scene is animated. Illustration and animation by Alex Eben Meyer.

Feature design and photography art direction for both print and iPad. 
Photography by Robert Cardin.

At Macworld magazine, I was responsible for the visual and interaction design. I also sourced and art directed illustrators, animators, and photographers for features. 

At CEP America, we have the opportunity to share unique content created by our physician partners. We share this content in the form of an advertorial. Advertising within the healthcare space, in speciality line specific journals is very outdated, text heavy, and laden with generic stock images. Taking a different approach with playful iconography allows us to standout against out competition and drive traffic to our website.