EMS Wireless
EMS Wireless was a client during my tenure as Senior Designer at Thinkhouse Creative in Atlanta, Georgia. EMS was later acquired by ANDREW, which was subsequently acquired by CommScope.
When wireless patient tech was relatively new, most brands put the marketing emphasis on the tech piece of things. The patient part? Not so much.
With our rebrand of EMS Wireless Healthcare to Flo Healthcare, we set out to change that, showing the human connection with a visual direction and voice that anthropomorphized the new brand namesake, Flo, as company avatar. This was years before Progressive Insurance introduced its own character Flo in its advertisements.
Content emphasized plain language, with less jargon and more personality—some even remarked we had a little sass! The resulting work stood out in a sea of technical overwhelm, while still clearly outlining the specifications that IT buyers needed to inform their decision making.
My contributions: Concept, voice, copywriting, production design.
