Health insurance with a New York address.
Creative Direction · Photography Direction · Healthcare UX / UI · Content Strategy
For MetroPlusHealth, I helped connect neighborhood photography and New Yorkers’ stories with a clearer digital experience for exploring plans and services. The work brought the city’s people into the brand and gave visitors practical ways to find coverage, locate care, and take the next step.
01 / START WITH NEW YORK
Make the city part of the story.
We sent three photographers into neighborhoods across New York to build a visual library grounded in the people and places MetroPlusHealth actually serves. The goal wasn't simply representation. It was recognition: creating a health brand that felt like it belonged to the city.
02 / PEOPLE, NOT POLICIES
New Yorkers tell it best.
We developed stories around New Yorkers shaping the culture of their communities. DJ Whutever in the South Bronx and Merlyn Oliver in Brooklyn became two of those voices, connecting health coverage to creative work, independent careers, and everyday life in the city.
DJ Whutever · South Bronx
Merlyn Oliver · Brooklyn
03 / CONTENT BECOMES EXPERIENCE
Give storytelling somewhere to lead.
Photography, video, and editorial stories came together in a responsive website alongside the tools visitors needed. People could explore plans, find a doctor or pharmacy, and check eligibility. The design connected community stories to practical next steps.
04 / INTO THE CITY
A familiar face across the city.
The same visual and editorial approach extended into campaign and marketing materials, creating a more consistent MetroPlusHealth presence across the places New Yorkers encountered the brand.
NATHAN SPOOR
CREATIVE DIRECTOR
