Creative Leadership at Equip Health

As Creative Director at Equip Health—the nation’s leading provider of virtual, evidence-based eating disorder treatment—I had the privilege of shaping a brand that quite literally saves lives. Equip’s approach is rooted in both clinical expertise and lived experience, and my role was to ensure our creative work reflected that same level of compassion, clarity, and innovation.

During my time at Equip, I led a brand refresh that brought our mission into sharper focus back in 2023. After conducting a full audit, I optimized our visual system to better align with a major business pivot—positioning Equip as a leader in ARFID (Avoidant/Restrictive Food Intake Disorder) treatment this year. This effort not only enhanced cross-functional cohesion but directly contributed to improved patient acquisition and stakeholder engagement.

I also spearheaded our creative strategy for expanding adult treatment services, launching OOH campaigns, landing pages, and performance-optimized email templates that introduced our care model to a new demographic. Behind the scenes, I built scalable design systems and implemented data-informed feedback loops that increased our team’s creative output by 90% year-over-year from 2023-2024.

From managing external partners to leading internal operations, my focus was always on translating Equip’s groundbreaking care model into a brand experience that feels accessible, human, and healing—across every touchpoint.

Collateral

Website

Emails

Public advertising

Organic and Paid Ads

The team:
Creative Director: Winnie Hefner
Creative Coordinator: Lacey Manuel
Brand Designer: Sajanna Bethea
Agency: Working Studio

Marketing:
Growth Marketing Manager: Kira Rakova
Provider Marketing: Sarah Koch