Surescripts
Faxless Future was a brand level campaign developed for Surescripts, a leader in secure digital healthcare networks. The campaign addressed a real problem in healthcare — costly and error‑prone fax processes — by positioning Surescripts as the visionary solution driving the industry toward fully digital communication.
This project demonstrates the strategic application of narrative, visual design, and user experience to communicate a complex idea in a compelling way.
The Challenge
Healthcare communication is notoriously complex, and fax machines — despite their age — were still widely used because of habit and perceived compliance reliability. The goal was to:
educate healthcare professionals about the cost and inefficiency of fax‑based workflows
build a future‑forward narrative that positioned Surescripts as the digital alternative
connect with a professional audience through differentiating creative
This was not a simple branding task — it was a thought leadership and behavioral change campaign.
My Role
As the Creative Director I led overall creative direction for the brand level campaign. Including:
overseeing concept strategy, visual identity, messaging, and execution
collaborating with internal teams and client stakeholders to frame the narrative
directing development of “Artifax” assets, digital assets, campaign visuals, marketing materials and tradeshow experience
Concept Development
We anchored the campaign around a bold idea: that the healthcare industry needs to move beyond fax machines — not just technically, but culturally. The phrase Faxless Future became the narrative spine of the entire initiative.
Visual and Narrative Strategy
We developed a visual identity that was aligned with the Surescripts brand. It communicated disruption and innovation while maintaining trust and professionalism — crucial in healthcare.
We wanted to bring positive attention to an industry elephant in the room. Sure, fax machines can still have great value, just not in the healthcare industry.
We found and partnered with Josh Weston, a Maker and Blacksmith. We tasked him with disassembling 15 old fax machines and making them into something better, Artifax.
Via site visits, virtual meetings, texts and good ol’ fashioned email, I directed him in creating 15+ unique pieces of art born from the healthcare industry’s archaic pain in the bum.
Multi-Channel Execution
The Artifax were all polished and ready to attend a whole host of in person events, and then … COVID. We weren’t denying these Artifax of the positive impact they could have on the healtcare industry at a time it could really use a smile.
They were meant to be experienced in person. We needed to figure out a way to bring them to life, not in person. We photographed the Artifax and created a series of animated gifs used throughout the campaign. Campaign elements included:
Digital and social visuals
Marketing materials
LinkedIn Live Maker Q&A
Tradeshow experience
Concept imagery supporting thought leadership messaging
Impact
Each touchpoint reinforced the central idea: a future where manual, analog processes give way to efficient, secure digital solutions. The campaign was loved through COVID and eventually the Artifax made their way to all those big events.
They were loved there too.
Positioned the client as a forward‑thinking thought leader in healthcare technology
Gave a complex industry problem a memorable narrative frame
Provided inspirational creative that could support digital initiatives, thought leadership events, and marketing activations
Served as a strategic asset for client conversations and brand perception
The Takeaway
What makes Faxless Future stand out:
Strategic narrative, not just visuals
Thought leadership focus
Creative direction that aligns with business transformation
Works across platforms and channels