The discovery process involved multiple worksessions at various stages of the rebrand. This fed directly into the positioning statement and brand expression. The process included stakeholders across the Rush System.
The brand positioning was natural, succinct, and direct—every word analyzed and tested among internal audiences and consumer focus groups.
In Chicago, each major hospital system has its color. Rush own’s green. The refresh brought in a much brighter, friendlier shade of green that draws the eye in outdoor applications.
Rush’s mission to make healthcare more accessable is reinforced by friendly, approachable icons and illustrations.
The new typefaces, Calibre and Tiempos, take on the new tone of Rush’s brand voice: friendly, less-is-more, and the occasional humble brag on outdoor.
Launching the new brand internally, giving employees the first look, was a huge success. Pop up banners, newspapers, stickers, buttons, eblasts, environmental graphics and A proprietary deck of playing cards were among the many tactics designed to show off the new positioning and visual expression.
Rush Health System
Remedy/Motion
Scott Gundersen, VP, Design Director
Deanna Stallsmith, ECD, Copy
Carol McCarthy, CEO, Strategy
Lameis Dromgoole, Account Director
Collin Koetz, Senior Designer
John Masuga, Senior Designer
Cassidy Day, Designer
About
I am a creative director based in Chicago. My experience spans mediums and markets, from consumer to B2B to nonprofit. My work emphasizes strategy, results, and human-centered design practices.
After receiving my BFA from UW-Stout, I went on to graduate from the M.AD School of Ideas in Atlanta, and have held agency positions throughout my career. I love a design challenge and thrive on collaboration.
Reach out. I am currently available for freelance and full-time work.
Contact
Work History
2020 – 2023
VP, Design Director, The Motion Agency
2017 – 2020
Design Director, Remedy (acquired by Motion)
Fall – 2019
Adjunct Professor, Valparaiso University
2012 – 2017
Senior Designer, Simple Truth
Spring – 2015
EPIC - Engaging Philanthropy, Inspiring Creatives
2011 – 2012
Freelance Senior Designer, Son&Sons
2008 – 2011
Designer, Real Chemistry
2006 – 2007
Internship, Pentagram, Michael Bierut's team
Internship, Razorfish
Recognition
AIGA Main stage panel, National Conference
Graphic Design USA Lassiter’s Carolina Rum Packaging
International Design Awards Smart Museum Gala Booklet
AIGA Chicago Merit, Word Business Chicago Video
ChiDM Exhibitor Great Ideas of Humanity, Poster
MM&M First Place SCL Health Internal Launch
MM&M Merit SCL Health Brand Campaign
MM&M Finalist RUSH, It’s Go Time Campaign
Site Design
Dev
This site was built by me with Webflow, and occasionally code-assisted with OpenAI. It includes a hand-crafted CMS tailored to my case studies. I think Webflow is bound to become one of the best products to enter the hands of visual designers since Sketch broke new ground in the early 2010s. I’m proud to be an active learner and supporter of a bright future in high-end, engaging visual experiences.
Design
Figma + Adobe CC
Typography
Degular & Swear by OhNo Type Foundry
Credits
Work was completed at the respective agency noted in the case study alongside team members and collaborators.
© Scott Gundersen XXXX