Jacqueline hoopman

When designing the new Bare Home website, we approached it with a mobile-first mindset, starting with the site architecture, then mapping out user journeys and creating wireframes to test those user journeys.

I then designed the look and feel of the site based on our brand guidelines and focusing on our customer’s needs. While the live site is always evolving, the functionality has been appreciated by our customers who report ease of use as a primary positive feature of the site.

Brand Director: Ashley Wethington
Senior Designer: Jacqueline Hoopman

Shown here are a variety of promotional emails that were created to drive traffic to BareHome.com.

Brand Director: Ashley Wethington
Senior Designer: Jacqueline Hoopman
Copywriter: Lena Cicha

After developing brand guidelines and having a better understanding of our primary audience, our next task was to update all brand collateral. We kept the logo but said goodbye to the electric blue and baby blue color palette that had previously been used and introduced a palette of rich, natural colors to elevate the brand and give it an aspirational feel. We also introduced a rounded corner design element to complement the curves of the logo and add a modern touch to the design.

Brand Director: Ashley Wethington
Senior Designer: Jacqueline Hoopman
Copywriter: Lena Cicha

As a young company, Bare Home did not have clear branding standards, which lead to inconsistency in how the brand was presented in both copy and design. Our creative team rolled up our sleeves and started from scratch, developing full brand guidelines for Bare Home. From our company mission and vision, to whether or not we use oxford commas (we do) — it’s all there. A few books were printed for the office and a soft copy was distributed to all Bare Home employees.

Shown here are a handful of spreads from the final Bare Home brand book.

Brand Director: Ashley Wethington
Associate Creative Director: Jacqueline Hoopman
Graphic Designer: Alysia Steingart
Copywriter: Lena Cicha

The Fairview Open Enrollment campaign was a brand-awareness campaign in market during benefit open enrollment season. It centered around icon-driven numbers that directly relate to our offerings. While mainly targeting commuters, we presented the information in brief, easy-to-read phrases. We saturated the Twin Cities with radio, billboards, buses, direct mail, a variety of targeted digital ads and a complete take over of the Government Center transit station in downtown Minneapolis.

Creative Director: Krae Lausch
ACD: Liz Otremba
Senior Designer: Jacqueline Hoopman
Senior Copywriter: Mary Lou Hidalgo
Senior Project Manager: Sarah Birkel

This collateral was created for an annual conference for Sports Medicine professionals. Pieces included a conference invitation and schedule, registration and reminder emails, and the conference program booklet.

Creative Director: Krae Lausch
ACD: Liz Otremba
Senior Designer: Jacqueline Hoopman

in 2017, the internal creative team had noticed that the brand had lost its way: it was inconsistent, unrecognizable, the colors were all over the board and the fonts and photos were dated. So, we did a complete brand refresh. We established guidelines around the voice of the brand, we reclaimed the color teal, and we made the visuals fresh, approachable, and unexpected in the field of healthcare.

Creative Director: Krae Lausch
Senior Art Director/Designer: Jacqueline Hoopman
Designer: Chris Berseth
Copywriter: Adam Reynolds
Production: Carrie Fisher

The annual director summit is an event where leaders come together to celebrate the future of Fairview and University of Minnesota Health. The 2019 summit occurred during the time when Fairview and University of Minnesota Health were solidifying their partnership. I was tasked to design creative around the event and each concept that was presented focused on a different aspect of this new partnership.

Concept 1 represented both brands complimenting each other to create a bold, unexpected picture of the future. The partnership might be a work in progress, but it’s filled with possibilities.

Concept 2 used a gray background as a way to be more brand neutral during this time of integration. The linear graphic that cuts through the gray is made of arrows that come together and then point down to a new moment in company history.

Concept 3 used dots to represent unique people, ideas, roles, and talents all coming together to form a dynamic pattern of its own. It represents motion, excitement, and collaboration.

Concept 4 took a more literal approach of showing two organizations coming together, but the focus is on moving forward in a new direction.

Creative Director: Krae Lausch
Senior Designer: Jacqueline Hoopman

In 2017, Fairview launched a new website. This was a complete redesign, updating site architecture, navigation and look and feel. The new design was created with usability at top of mind. The graphic look is clean, modern, approachable and easy to navigate.

While directing the creative, I worked hand-in-hand with a UX designer over the course of several months, from wireframes to site launch.

Creative Director: Jacqueline Hoopman
UX designer: Laurel Petty

Shown here are social graphics, short animations and other digital projects. All graphics were designed by me, while animation was done by internal and external animators.

The objective of the primary care campaign was to help increase clinic volumes during summer months. Our strategy was to remind people of all of the things that pop up during the summer for which they may need to see a doctor, while strongly emphasizing same-day appointment availability. Radio, direct mail and digital ads were used to direct people to call for an appointment or visit the campaign landing page to see nearby clinic locations.

After 90 days in-market, results were measured and clinics saw overall lifts in patient visits during the summer compared to previous years.

Creative Director: Krae Lausch
ACD: Liz Otremba
Senior Designer: Jacqueline Hoopman
Senior Copywriter: Mark Pafko
Senior Project Manager: Sarah Birkel

OnCare is Fairview’s 24/7 virtual care service that needed branding. While it was meant to have it’s own unique brand, we gave a subtle nod to Fairview by using an element of the Fairview logo as part of the OnCare logo and incorporating the Fairview teal in the color palette. The OnCare brand is bright, fresh and approachable.

Creative Director: Jacqueline Hoopman
Art Director/Designer: Bill Rogers

Many Fairview employees participate in cycling events to raise money for charitable organizations. To support this sport and encourage team participation, we were asked to design cycling jerseys that employees could purchase through our online brand store. The polka-dot pattern that was chosen pays homage to the best climber jersey worn in the Tour de France.

Creative Director: Krae Lausch
Senior Designer: Jacqueline Hoopman

For the Fairview women’s campaign, patient testimonials were used to position Fairview as a trusted partner in women’s health services. Quotes from patients were used in print ads, radio, direct mail, and digital ads, which all drove to a unique campaign landing page that features our women’s health services as well as variety of real patient stories.

After 90 days in-market, brand surveys were conducted and several key metrics improved after the women’s campaign:

• More women reported visiting Fairview for women’s health care.

• Women were more likely to designate Fairview as a leader in women’s health care.

• Current non-users were more likely to consider Fairview.

• “Compassionate” and “Personalized” were the top descriptors of Fairview based on the ads.

Creative Director: Krae Lausch
ACD: Liz Otremba
Art Director: Jackie Hoopman
Copywriter: Mary Lou Hidalgo
Senior Project Manager: Sarah Birkel

The Always Be Seen collection incorporated new technology for Target's activewear brand, C9. Dynamic photography was used to help launch this new collection within the Target weekly ad.

Featured offers in the weekly ad are often used on Target.com to align promotions across print and digital channels.

Designing for the Target weekly ad included concept, layout design, photo art direction for models and products, digital color approvals and working closely with merchants to make sure strategic objectives were met. The weekly ad is seen by millions of people each week and plays a significant role in driving store traffic. The stories and photos that I created were also used frequently on Target.com to align promotions across print and digital channels.

If you can name a type of product, I've most likely art directed a photo shoot for it. I'm well connected in the Minneapolis photo industry and I can work effectively with people of all talents and personalities.
 

Casting and photo art direction for fashion, athletic, kids, babies, room sets, locations and more.
 

This piece was done as a promotional vehicle for a local fashion stylist and photographer.

Photographer: Chelsea Eul
Stylist: Chrystina Hanson-Hakam

Poster, invitations and thank you cards for a spa-night event hosted by Mother's of Preschoolers (MOPS).

An in-store brochure was designed to educate customers on a new line of nutritional supplements. Small boxes were also designed to hold sample packets of the supplements.

Also shown is a sell sheet for Intelligent Nutrients organic green tea.

In-store posters for a local salon.

A direct mail piece, which included guest passes to the Life Time Fitness clubs, was sent to corporate employees to educate them on their health benefits partnership with Life Time Fitness.