Organizational Communication Change

Overview
When The Health Trust made the pivotal decision to shift from providing direct services to operating as a strategic grantmaker, clear communication was essential. The transition required thoughtful storytelling, visual cohesion, and transparency to maintain trust among clients, partners, and donors.

My Role
I led the creative strategy and execution for the organization’s key transitional communication—a CEO-led announcement distributed via email and embedded video. I also helped shape CRM workflows to ensure consistent messaging across digital channels.

Approach
I wrote, designed, and built the email campaign from concept to delivery, integrating an embedded video that humanized the message and reflected the organization’s vision. I partnered with internal leadership to ensure tone and visuals aligned with the organization’s evolving identity.

Impact
The message achieved high engagement rates and set the tone for a smooth organizational transition. Stakeholders responded positively to the authenticity and clarity of the communication, which helped The Health Trust maintain credibility and confidence during a major strategic shift.