Context

As COFK expanded from regional providers into a national organization, its digital experience and brand messaging lagged behind its scale and ambition. The website prioritized recruitment over care discovery, creating confusion for families seeking urgent support for medically fragile children.

At the same time, multiple legacy brands, fragmented navigation, and inconsistent physical environments made it difficult to establish trust, clarity, and cohesion, externally with families and internally with clinicians and staff.

Role & Approach

• Led brand strategy, content, and experience design across digital and physical environments
• Partnered with internal stakeholders, clinicians, and families to understand where the care journey broke down and to reframe the experience around empathy, clarity, and community
• Prioritized removing friction, simplifying decision-making, and replacing transactional touchpoints with a more supportive, human-centered system that could scale nationally without losing trust

Key Contributions

• Led focus groups with leadership, clinicians, and client families to identify breakdowns in care discovery, messaging, and trust
• Directed a complete overhaul of the website architecture, creating an intuitive, location-based experience that helped families find care quickly
• Shifted storytelling away from generic imagery toward authentic stories from families and clinicians to build credibility and emotional resonance
• Refreshed the visual identity to balance warmth and seriousness, ensuring the brand felt respectful and appropriate for medically complex care
• Enhanced the recruitment experience with a dedicated recruitment booth design and collateral
• Conceptualized and led design for The Village, a social network integrated into the site to support connection among families navigating similar diagnoses
• Designed custom office interiors and environments to reflect the new brand values, supporting clinician morale and retention

Outcome

The transformation repositioned Care Options for Kids from a fragmented, recruitment-led organization into a cohesive national care provider centered on families and community. The redesigned experience reduced friction for families seeking care, strengthened trust through authentic storytelling, and supported both clinician retention and national growth.

The work contributed to significant gains across EBITDA, sales, and recruitment, while helping COFK scale without sacrificing empathy or clarity, ultimately improving access to care and quality of experience for families nationwide.