JPS Health Network: Taglines and Wayfinding

JPS Health Network is Fort Worth's public healthcare system, serving patients from many linguistic, cultural, and economic backgrounds. JPS wanted its messaging and its physical spaces to feel as welcoming as its care.

I was one of seven on Roxo's Red Team for JPS. As Public Relations Manager, I worked on competitor, industry, and wayfinding research, and collaborated with the account team to turn it into patient-facing copy, messaging recommendations, and client presentations. The design work shown here was created by our designers and creative director.

• Researched JPS and its competitors, walked the hospital, and studied wayfinding and environmental design best practices from academic research and other health systems.
• Built patient personas and wrote more than 200 tagline variations, narrowed to three: “Trusted care. True impact.”, “Always here. Always caring.”, and “Leading care. Lasting impact.”
• Wrote supporting copy for hallways, parking lots, and waiting areas, plus patient testimonial templates.
• Designed a branded “wave” wayfinding system that guides patients with less reliance on text, and a front-door decal that says “Welcome” in 100 languages.

Good client work starts with understanding the client's audience better than anyone. Every recommendation we made traced back to research about what patients actually need when they walk in the door.