Mayo Clinic Empathy Toolkit

mayo clinic empathy toolkit

Creative Direction, Art Direction, Design, Copywriting

Mayo Clinic doesn’t do typical healthcare marketing. The patients and families who seek medical care at their hospitals and clinics are desperately searching for answers, often navigating very serious, incredibly complex health journeys.

We crafted this toolkit as an internal guide that the Mayo Clinic creative team and their external partners can reference in order to connect with their audience on a deeper level. It features powerful patient and caregiver stories based on interviews with real people, leading to work that resonates with genuine empathy.

2025 TITAN HEALTH AWARDS — SILVER MEDAL WINNER

visual storytelling

While the rich, emotional writing tells our three featured patient stories in words, the understated design of each page visually supports the tone and gravity of each subject. Careful consideration was given to white space and typesetting, with a limited color palette that both reacts to and reinforces the content.

Minimalism gives way to chaos where it needs to hit hardest—collages of patient photos, their belongings, and meaningful symbols illustrate how these severe health challenges shape and define our subjects’ lives.