Case studies
From campaign concepts to conversational AI — the craft is the same.
Four projects, four mediums, one throughline: find the idea, build the system, hold the bar through production.
01 · CONVERSATIONAL AI
Grace: giving a health system a voice
Persona, conversation design standards, and the voice, chat, and SMS flows behind a production AI assistant that schedules care for patients.
Persona & standards
Voice · Chat · SMS
Pattern library
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“This is Grace, an AI-powered assistant ready to help with scheduling, rescheduling, canceling, and verifying appointments.”
One persona, three modalities, zero first-person pronouns.
02 · ART DIRECTION & IMMERSIVE EXPERIENCE
VRX: putting every associate inside the store
A 360° VR retail experience for U.S. Cellular — concepted, branded, prototyped, and art directed in-house, deployed to field associates nationwide.
Brand identity
360° prototyping
Launch collateral
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03 · INTEGRATED CAMPAIGN
Get Vaxxed: don't miss your shot
An immunization-compliance campaign for Northeastern Illinois University: one mark, one copy platform, every channel from posters to push notifications to merch.
Concept & copy
Campaign system
Print to merch
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04 · COMMUNICATION & INFORMATION DESIGN
Making a Statement: redesigning the hospital bill
A human-centered redesign of Ascension's paper billing statement — clearer charges, humane late notices, and a system that flexes across new charges, payment plans, and self-pay.
Information design
Consumer testing
Dunning cycle system
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© 2026 Marilyn Frank