We were contacted with regards to designing a branding campaign for the Interim CEO of Horizon Health, Margaret Melanson. The organization was going through its critical restructuring phase due to a growing healthcare crisis on a number of levels, both internal and external. When Melanson assumed the role, she identified a number of critical initiatives and wanted a cohesive way to broadcast her message, both to a wary public and exhausted staff. This action plan involved designing an overall look and feel for the campaign, an icon set specific to key pain points and a set of headshots of Margaret at the Saint John Regional Hospital.