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.
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.
Rush Health System
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
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.
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
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
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.
Figma + Adobe CC
Degular & Swear by OhNo Type Foundry
Work was completed at the respective agency noted in the case study alongside team members and collaborators.
© Scott Gundersen XXXX