Abridge
AI
concepting and executing integrated campaigns, directing shoots, and orchestrating agencies to deliver work that actually lands with healthcare leaders.
The Conversation
Co:Create Ink is a unique, curated NFT marketplace designed to help tattoo artists promote and sell their work in a similar way to fine artists, whilst offering their followers access to certified pieces of their art and more opportunities to get each piece tattooed.
This was an early concept of the Studios team at Co:Create where I've led design across product, marketing and brand from the beginning. Over the course of a few months, I designed a two-sided marketplace with end to end experiences for both artists and collectors, alongside designing and building our marketing site and all the assets used as we launched our initial site to sign-up artists, a waitlist for collectors and the iterations of our homepage since.
This was an early concept of the Studios team at Co:Create where I've led design across product, marketing and brand from the beginning. Over the course of a few months, I designed a two-sided marketplace with end to end experiences for both artists and collectors, alongside designing and building our marketing site and all the assets used as we launched our initial site to sign-up artists, a waitlist for collectors and the iterations of our homepage since.
The Brief *//
The Conversation brings together ~150 leaders across healthcare, technology, and adjacent industries for a curated experience centered around meaningful conversation, connection, and exchange of ideas.
The Creative Challenge *//
Abridge's early brand was bold, heavy on red, and demanded attention. For The Conversation, we needed to evolve that. The challenge: to create an elevated and refined brand experience that still felt like Abridge. It wasn’t just about making everything bigger, bolder or brighter, we wanted attendees to see, hear, feel and truly experience the brand.
This is also an anchor moment for the brand, how do we craft an identity that can evolve and build over years to come.
The Concept *//
I started by dissecting a "conversation" and what it actually means. A formation of different people, with different ideas, from different places, different times and different thoughts. All woven together in unique ways, with each path leading somewhere new. From that came the visual system: each abstract shape represents one element within a conversation, a person, a place, an idea, a perspective.
Throughout both years, these shapes thread together in subtle ways, telling the story of connection without being obvious about it. The shapes are instantly recognizable as Abridge, ownable and distinctive, but treated with restraint and refinement here.
our brand
The visual identity for The Conversation carries through both years: the same typeface, the same abstract shapes representing conversation, the same refined restraint. Year two deepened it — the system stayed consistent while building presence and expectation. Each shape represents an element within conversation — a person, a place, an idea — threaded together subtly throughout the space. Together, we're greater than our sum.
The work *//
From digital to physical, the event spanned every touchpoint: website, signage, environmental installations, menus, motion graphics, photography, video, social, and swag.
Signage
Clean, simple, consistent, and recognisable branding.
Motion
"The Lounge": A soft memsmorising animation to represent thought and progression.
Menus
Each course threaded to the following course, continuing our theme of connecting people, places, and here, food.
Filming notice
Treating all assets with respect and an attention to detail, including legal notices.
SWAG
We kept this subtle, the bag isn't the highlight of the event but supports the mission.
Signage
Exploring how the synbols represent the idea of a "conversation"
Environmental build
Rendeirng of the physical shapes that created a narrative as attendees move through the space.
Landing page
Our first site, creating a page with no photos or prior content, just a desire to intrigue visitors.
Agenda
Aligning styles to communicate a clear heiarchy of information.
Custom mug packaging
Representative of a dot to dot pattern, connecting the dots to reveal what's inside.
Check-in
Branded furniture wraps to further claim and orientate attendees within the space.
Welcome screen
Motion still for the entrance foyer highlighting what's to come for guests.
THe shoot *//
Five distinct video outputs to capture in one day: speaker stage segments (contractually required, but elevated in quality), speaker interviews, customer love stories, clinician impact narratives, and event highlight reels. The constraint was tight: twenty minutes per speaker including setup, briefing, and teardown. The strategy was to prioritize authenticity over polish and to capture unique stories and real emotion instead of talking points.
What emerged spanned multiple formats: long form speaker segments, short social cuts, testimonial pieces. Each one was designed to extend the conference narrative, to show what happened there in a way that felt alive and earned, and a look behind the scenes that even attendees maybe hadn't witnessed.
Video and Photo direction
For the love story segment, we had customers read handwritten notes to them on camera, rolling before they knew it. We also doubled the stage content, repurposing it into social cuts and the event reel. We had photography guidance for the video team to capture speakers in a light that showed their true, authentic selves. Each video and each shot, captured with intention.
Motion design *//
I directed the motion alongside my team to feel minimal, calm, and inviting whilst still delivering critical information. The abstract shapes distilled down, then spread across screens to reveal speaker names, panel titles and times. All the details attendees needed, surfaced at the right moment. Then they'd collapse back into constellations that spelled out the core narrative. Motion wasn't decoration; it was how we made the system feel alive and human.
our brand
Screen above was featured as a part of our lounge area, inviting attendees to relax and enjoy the ambience. The screen on the right was situated right outside the conference room, reflecting the programming attendees were about to experience.
Collaborators *//
Over eight weeks, I managed three external agencies alongside my internal team to deliver a cohesive brand experience. We collectively set the creative direction through a workshop I led to kick off the project, and I then embedded myself through to execution, helping shape each agency's work in real time and ensuring every element served the same narrative. The result was a campaign where experiential design, brand identity, video, and production all reinforced one another, creating an experience that felt seamless and intentional from the moment attendees arrived.
The Team *//
Kristen Henriksen
Experiential Partner
Times Two
Brand Agency
LittleCrush
Film Studio
Justin zhang
Motion Designer
Attention to detail *//
Our theme for 2025 was "Huamn by Design". To bring this to life, we aligned on the manifest to the right following the workshop. For the identity, we started with our baseline font and then adjusted and hand drew custom letters to provide more of an organic, and human feel. Every asset became unique.
Born from the threads of our shared humanity, shaped by the alchemy of both chaos and structure, and propelled by the restless evolution of ideas that begin as sparks and grow into vast constellations. Weaving everything our senses encounter, from sights and sounds to movements and connections, into complex forms that bring about clarity. We create dynamic systems that are ever alive, absorbing, adapting, and transforming together into something greater than the sum of our parts.
Clinical Decision Support Campaign
Co:Create Ink is a unique, curated NFT marketplace designed to help tattoo artists promote and sell their work in a similar way to fine artists, whilst offering their followers access to certified pieces of their art and more opportunities to get each piece tattooed.
This was an early concept of the Studios team at Co:Create where I've led design across product, marketing and brand from the beginning. Over the course of a few months, I designed a two-sided marketplace with end to end experiences for both artists and collectors, alongside designing and building our marketing site and all the assets used as we launched our initial site to sign-up artists, a waitlist for collectors and the iterations of our homepage since.
This was an early concept of the Studios team at Co:Create where I've led design across product, marketing and brand from the beginning. Over the course of a few months, I designed a two-sided marketplace with end to end experiences for both artists and collectors, alongside designing and building our marketing site and all the assets used as we launched our initial site to sign-up artists, a waitlist for collectors and the iterations of our homepage since.
Overview *//
- Product feature launch
- 3 weeks to design, build and launch
- 3 weeks to design, build and launch
The Brief *//
Clinicians spend their days searching across sources, digging through evidence to find what they need. CDS changes that. Clinical Decision Support (CDS) brings trusted, evidence-backed clinical insights directly into the encounter, surfacing relevant medical information at the same moment decisions are being made. This was a pivotal step in establishing Abridge as the defining standard for clinical intelligence.
The Creative Challenge *//
For CDS, we needed to evolve the Abridge brand into something that felt more precise and more confident. The challenge: launch a product that's human-first and tactile, making clinical decision support feel tangible and trustworthy without resorting to hype.
This wasn't just a feature launch. CDS represents a new chapter for Abridge, moving beyond documentation and helping clinicians when they need it. The work needed to feel transparent, trustworthy and human-first, a quiet authority that lets the product's impact speak for itself.
The Concept *//
The core idea was precision through presence. Abridge's brand is built on shapes and language, a platform that feels uniquely ours. For CDS, we used those shapes to focus attention and to show how prior context and medical history are all filtered through our system to create the most accurate outcome.
The result is a visual system that's crisp and precise, with linework and small symbols that signal data sources being gathered and analyzed. Throughout, clinicians remain at the center — the humanity that the technology serves.
the campaign
The visual system above captures the core of the campaign. Multiple sources being searched and surfaced in real time, but throughout, clinicians and patients remain at the center. The conversation continues uninterrupted while Abridge works quietly in the background, providing the context they need without disrupting the flow of care.
The work *//
The hero video (shown below), and created in collaboration with our agency partner, Times Two and the product marketing team, brought the core campaign concepts to life. It tells the story of Clinical Decision Support and its value within healthcare, showing precision, presence, and human-centered care all in action.
Supporting videos for this project also featured our product managers sharing their perspective on how they built the feature, the impact it had, and why it matters. This layered approach coonected different audiences and captured emotional connection alongside proof of an informed understanding.
→ Live site
Supporting videos for this project also featured our product managers sharing their perspective on how they built the feature, the impact it had, and why it matters. This layered approach coonected different audiences and captured emotional connection alongside proof of an informed understanding.
→ Live site
Launch video
The video takes you from healthcare's past through to today, referencing the depth clinicians have to go to, to find answers before CDS (hinted at through the allusion of darkness), to showing them in the present day where the search feels lighter and easier. Real clinicians also appear in conversation, with CDS operating quietly behind the scenes, surfacing only the insights they need without disrupting the moment.
The Lounge
The Lounge was a new clinician event series where clinicians joined Abridge for panel discussions and live collaboration to help refine the future of clinical decision support.
The visual language from the campaign extended into the event experience. I directed a designer on my team to translate the concepts and who then led the creation of all event collateral, including signage, badges and environment design. The result was a refined evolution of the campaign identity, but one that felt fresh and unique to this event.
The visual language from the campaign extended into the event experience. I directed a designer on my team to translate the concepts and who then led the creation of all event collateral, including signage, badges and environment design. The result was a refined evolution of the campaign identity, but one that felt fresh and unique to this event.
External Support *//
Times Two
Brand Agency
LittleCrush
Film Studio