ASHLEY COSMI

In 2019, I played a pivotal role in directing creative teams and aligning cross-functional leaders to advance a visual identity for CommonSpirit Health, one of the largest not-for-profit healthcare organizations, born from a significant merger. Tasked with the monumental challenge of building this identity from the ground up, I began by embracing and revamping the existing geographic identities within the newly formed organization. This effort was essential to establish a cohesive and visually mirrored system that would strategically align teams, touchpoints, and execution across our vast network.

To advance the strategic decision to move forward with a "house of brands" approach, I meticulously oversaw development of visual identity guidelines that honored the unique heritage of our regional brands while ensuring consistency and recognition under the CommonSpirit umbrella. This involved detailed analysis and creative innovation to align visual elements, from logos and color schemes to typography and imagery, ensuring that every aspect of our branding resonated with our mission and values.

Under my leadership, our efforts culminated in a comprehensive visual identity system that not only unified our brand but also enhanced recognition and trust among patients, employees, and stakeholders. This system has been instrumental in fostering internal collaboration and external engagement, solidifying CommonSpirit Health's presence as a compassionate, reliable, and forward-thinking leader in healthcare.

I led a collaborative effort across CommonSpirit’s Brand, Real Estate, and Physician Enterprise teams to develop and implement the CommonSpirit Ambulatory Guidelines. This initiative aimed to enhance patient, visitor, and employee experiences by creating cohesive, human-centric clinic spaces. The guidelines were meticulously designed to strengthen nationwide brand trust, foster deeper connections, and increase brand equity, ensuring a unified and positive experience across all CommonSpirit clinics.

In my role at CommonSpirit Health, I have gained extensive experience in overseeing and deploying experiential design across our healthcare system. I was a key leader in managing our diverse portfolio of experiences, ensuring their successful implementation and alignment with our brand strategy.

My responsibilities included collaborating closely with cross-functional teams to understand the intricacies of each experiential concept and its intended impact on patient, visitor, and employee engagement. I provided strategic oversight to ensure that each experience was executed flawlessly and resonated with our brand values of compassion, innovation, and excellence.

One notable example is the deployment of the Dignity Health "elephant" logo, prominently featured on new parent “quiet kits,” baby blankets, and beanies. This initiative not only enhanced the patient experience but also created a lasting, positive impression of our brand among new parents, frequently showcased in social media birth announcements.

Additionally, I oversaw the integration of experiential elements such as "kitchen table" cafe experiences, healing gardens, and wayfinding signage that utilized our brand voice. These projects were designed to create cohesive, human-centric environments that strengthened brand trust, connection, and equity.

My role also involved the meticulous project management of these experiential designs, coordinating with various departments to ensure seamless execution across our system. This included overseeing the installation of branded elements, ensuring consistency in visual identity, and facilitating the alignment of these experiences with our overall brand narrative.

By managing and deploying these experiential design initiatives, I helped create memorable and impactful moments that not only enhanced the brand experience but also fostered a deeper connection with our audiences. This approach has been instrumental in driving brand loyalty, increasing engagement, and reinforcing our position as a leader in the healthcare industry.

I led the creative development for a monumental Leadership Summit hosted at the Zappos Theatre in Las Vegas, which celebrated the success of one of the largest healthcare mergers in history. The event welcomed over 5,000 employees and featured a custom digital screen designed and installed at the venue, serving as the centerpiece for the summit.

My role encompassed the creative direction for the entire event, including animated content that brought dynamic visual elements to the presentations, promotional merchandise that commemorated the event, event signage, and directional wayfinding to enhance attendee experience.

Given the politically sensitive nature of the merger, it was crucial to blend the two organizations' primary colors, orange and blue, in a balanced manner without emphasizing one logo over the other. This delicate task required a keen understanding of both brands and a strategic approach to visual harmony.

Overall, the engagement was not only creatively engaging but also demanded meticulous project management to navigate the complexities and sensitivities involved. The successful execution of this project underscored my ability to manage large-scale events, deliver cohesive and compelling creative solutions, and foster a unified brand identity in challenging circumstances.

My experience with creative direction for sports sponsorships has been extensive and impactful. I have overseen the development and placement of in-stadia assets, ensuring our logo is accurately represented and strategically placed within high-impact locations to maximize visibility and enhance the value of our partnerships. This meticulous attention to placement has led to higher engagement and brand recognition.

Additionally, I have reviewed omni-channel assets across various touchpoints to ensure a consistent messaging thread for consumers. This includes digital banners, social media assets, radio scripting, and added value assets. By maintaining uniformity in our messaging, I have strengthened our brand presence and ensured a cohesive consumer experience.

Furthermore, I have creatively directed the use of our logo on promotional merchandise given to fans and employees. This involves not only ensuring that the logo is displayed correctly but also that the merchandise aligns with our brand identity and resonates with our audience. Through these efforts, I have significantly contributed to enhancing our brand's visibility and affinity in the sports sponsorship arena.

I've played a pivotal role in creatively directing and meticulously managing projects like the "Acts of Humankindness" event across our expansive organization. This annual initiative requires detailed project management to effectively scale it across our footprint and ensure consistency in execution and impact.

From coordinating with diverse teams to overseeing timelines and resources, my approach to project management ensures that every aspect of the event—from concept development to final execution—is handled with precision and efficiency. This meticulous planning is essential given the scope and scale of our organization, ensuring that the event resonates deeply with our teams and stakeholders nationwide.

By integrating creative direction with rigorous project management, I've been able to not only maintain high standards of quality and consistency but also enhance the overall impact of our initiatives. This approach ensures that our organizational values and goals are effectively communicated and celebrated through each "Acts of Humankindness" event, fostering unity and reinforcing our commitment to excellence and compassion.

Through strategic coordination and attention to detail, I've helped transform the "Acts of Humankindness" event into a powerful tool for cultural alignment and employee engagement across our organization. This combination of creative vision and coordinated project management has been instrumental in shaping memorable and meaningful experiences that strengthen our organizational culture and inspire our teams to embody our brand values every day.

I had the pleasure of executing a shared creative vision in partnership with the producer of "Black Renaissance," the Bay Area's longest-running news/interview show focused on issues of concern to African Americans. This Emmy-nominated program is a unique platform in the Bay Area, covering hot topics in news, politics, education, health, and the arts.

Working closely with the show's producer, I art directed and developed show graphics that showcased the diversity of the audience and its communities. I leaned on a colorful palette that aligned with African American culture, specifically utilizing the color purple. Historically, purple has been used to signify beauty, royalty, faith, prosperity, and healing, and it holds a strong connection to African American culture. This particular shade of purple is bold and versatile, and it became as integral to the brand identity as the logo itself.

In addition to the color palette, I utilized modern shapes and graphics to help the show stand out from its competitors. I created consistency across digital and traditional touchpoints to aid in driving awareness and recognition. Through this work, I aimed to enhance the visual appeal of "Black Renaissance," ensuring it resonated deeply with its audience while maintaining a distinct and recognizable brand identity.

I was the head designer for the CBS San Francisco Spelling Bee, a regional finals event for local students qualifying for the national Scripps Spelling Bee. The event aired on KBCW and streamed on KPIX. My role involved building the show's identity from the ground up, which played a crucial part in enhancing community awareness and creating brand equity across multiple touchpoints.

I designed the logo, ensuring it captured the spirit and excitement of the competition. For the event's visual elements, I developed print and set designs, crafted animations for TV spots, and created chyron templates that added a polished, professional look to the broadcasts.

Additionally, I designed directional signage to guide participants and attendees, web elements to boost online presence, and promotional collateral to spread the word about the event. I also handled event photography and designed a photo backdrop for contestants, providing them with a memorable and branded experience.

Through these efforts, I aimed to deliver a cohesive and engaging brand identity that resonated with the community, fostering a sense of pride and excitement among participants and viewers alike.