CHI St. Luke's
Gibson led creative direction for a community-centered hospital platform that brought scattered microsites into one easier-to-use digital experience.
/ Overview
Gibson led creative direction for a community-centered hospital platform that brought scattered microsites into one easier-to-use digital experience.
/ Project Details
Name:CHI St. Luke's
Client:CHI St. Luke's
Industries:Healthcare
Date:Agency project
Role:Creative Director
/ Challenge
The hospital group had an outdated web ecosystem made up of disconnected microsites. Community members needed one reliable place to find locations, services, care information, physician details, articles, and organizational information.Agency-of-record project for a hospital group, with Gibson serving as Creative Director and coordinating community, staff, physician, design, technology, and launch needs.
/ Provided Services
Creative direction
Kept the project moving across creative, technical, stakeholder, and launch needs.
Project timeline
Led interface decisions around community access, service discovery, and maintainable content.
UI design leadership
Guided the build direction so the site could support a large healthcare organization across devices.
/ Solution
Gibson led UI design, technology direction, timeline, budget alignment, and launch strategy. The team interviewed community members and staff to clarify what the experience needed to support, then shaped a responsive, SEO-minded, HIPAA-conscious platform the organization could maintain over time.The work consolidated a fragmented digital presence into a responsive hospital website designed around community needs, physician review, easier information discovery, and maintainable updates for locations, physicians, services, and articles.
/ Constraints
Outdated website ecosystem
The existing web presence needed a clearer structure that could support a large hospital group.
Disconnected microsites
Separate microsites made it harder for visitors to know where to go for care, services, and organizational information.
Community information access
The experience had to serve real community needs, not just internal department structures.
