The Challenge: Dynarex is a massive medical wholesale company with 16 distinct product lines, each serving a different market under the corporate umbrella. When I stepped in, the visual landscape was highly fragmented. There were no established brand identity guidelines, only strict technical rules for packaging.
The Goal: My primary objective was to wrangle this complexity. I wanted to establish a unified, modern visual identity across all 16 sub-brands, ensuring that whether a customer was looking at a catalog, a social media post, or a product box, it felt distinctly like Dynarex.
[Infographic of Dynarex umbrella and sub-brands] [Link to brand/style guides I developed]
Packaging & Global Production
Designing medical packaging requires absolute precision. I developed and managed thousands of print-ready packaging mechanicals, utilizing dielines from manufacturing partners across China, India, and South America.
Because we were dealing with medical supplies, there was zero room for error. I collaborated heavily with our regulatory team to ensure all medical iconography, warnings, and instructions were perfectly scaled and 100% compliant to prevent audits or legal risks. I focused on building robust, structurally sound design files that could withstand the unpredictability of overseas mass printing, ensuring the final product looked as good on the shelf as it did on screen.
[Show packaging examples]
Catalog Design
Catalogs are the lifeblood of a wholesale business. I led the end-to-end design and redesign of major multi-page catalogs from scratch, including Barimax, Code Blue, Dynasafety, DME, Ridgewood, Montclair, and Medicine.
Starting with nothing more than raw spreadsheets of item numbers, I built out comprehensive layouts. To handle the massive volume of data, I integrated a Salsify automation plugin directly into InDesign, allowing me to organize descriptions, specs, and charts efficiently. I also completely redesigned the data tables to eliminate redundancy and make the complex information actually readable for the end user.
The Creative Shift: Medical catalogs are notoriously sterile and dense. I pushed to give these books a modern, editorial magazine feel. I pivoted our imagery strategy away from dingy environments, championing clean layouts, real-life modern healthcare settings, and a strong emphasis on racial and gender diversity in our lifestyle photography. Despite navigating complex stakeholder feedback and late-stage layout pivots, I successfully unified the visual language across all sub-brand catalogs.
[Slideshow of my work]
Sales Enablement & Sell Sheets
Sell sheets are the front-line flyers our sales team uses to move products. I designed the foundational templates for nine different collections, ultimately building out 90% of the individual item sheets myself.
My goal here was consistency. I carried over the elevated, editorial feel from the catalogs directly into the sell sheets. To solve a major lack of usable product photography, I became incredibly resourceful: stepping in as a hand model, shooting my own custom photography, building complex photo composites, and leveraging AI tools to generate realistic, in-use lifestyle environments for our products.
[Slideshow of my work]
Social Media & Digital Storytelling
I applied the same unified visual strategy to our social channels. By generating high-quality lifestyle imagery and pairing it with clean, engaging graphic design, I completely overhauled the brand’s digital presence. This direct effort in visual storytelling successfully boosted engagement rates and organically grew our follower counts across Facebook, Instagram, and LinkedIn.
[Slideshow of my work]
Email Marketing & Internal Communications
To streamline our digital marketing pipeline, I designed a suite of custom email layouts in Pardot. I built 7 distinct, user-friendly templates that allowed our copywriting team to easily swap in content without breaking the brand’s visual integrity, ensuring our promotional blasts and internal announcements always looked sharp and professional.
Advertising & Environmental Design
Beyond the core collateral, I served as the versatile creative lead for a wide array of touchpoints. This included designing custom digital ads for medical platforms, co-branded advertising for our vendors, large-scale end-cap displays for physical retail, and both internal and external event marketing materials.
[Slideshow of my work]
