Crafting Compassionate Communication: Building a Brand for End-of-Life Care Planning
Advance Care Consulting
Jenni needed to talk about death. Not in a morbid way, but in the practical, necessary way of helping people plan for end-of-life care. The challenge was creating a brand that could handle that sensitivity—professional enough for healthcare settings, warm enough for families having difficult conversations.
We started with her mother's handwriting in the logo. That personal touch created an immediate emotional connection while maintaining professional credibility. Then we built everything else around that foundation: website, social media, printed materials for healthcare settings, and content that addresses sensitive topics with clarity and compassion.
I'm still working with Jenni, managing her blog posts and social media, keeping the content flowing, helping her reach both individuals and healthcare practitioners. Recently, I designed the cover for her new book, and she gave me complete creative freedom. Both she and the publisher were thrilled with the result.
Jenni's become one of my biggest advocates, and it's because this relationship goes beyond deliverables. I understand what she's building, why it matters, and how to help her communicate it effectively as it grows.
Beyond the Cover: Collaborating on Jenni's Book
This represents months of collaboration that went far beyond design. Jenni sent me her draft chapters, and I read them, not as a designer, but as someone new to advanced care planning. I gave her feedback when concepts needed more explanation for people unfamiliar with ACP, when clarity would help, and when her expertise needed to be more accessible.
She values that outside perspective, someone who can see her work through her readers' eyes.
Then came the images. Jenni sent me a collection of photographs, and I spent time selecting the right one for each chapter, working them in Photoshop to create the emotional tone the book needed. Each image had to support the sensitive nature of the content while maintaining the warmth and approachability that defines her approach to advance care planning.
The cover design, the content feedback, the chapter images—it's all part of understanding what she's building and helping bring it to life in every detail. Both Jenni and her publisher were thrilled with the result, but what matters most is that the book truly represents her voice and serves her readers well.