Medical Guardian
Digital Experience Transformation
160over90 Proposal
April 2025
Hello
On behalf of 160over90, thank you for the opportunity to provide the following proposal in response to your digital transformation RFP.
As a full-service agency, 160over90 specializes in creating immersive and culturally relevant digital experiences that foster brand loyalty and customer engagement. We believe our expertise is precisely what Medical Guardian needs to further elevate (and differentiate) its digital presence—and connect with members, caregivers, and other audiences on a deeper level.
Our approach to designing new websites and digital experiences is firmly rooted in an audience-first philosophy. We will prioritize reimagining the website and the app, along with its companion web portal, in ways that unify the experience, provide brand cohesion, and enhance the user experience and engagement.
As a Philly-based office ourselves, we are truly grateful for the opportunity to potentially collaborate with Medical Guardian. Thank you for considering 160over90 for this opportunity!
Best,
Shannon Reynolds
VP, Branding + Digital
SReynolds@160over90.com
Agency
Overview
Our purpose is to
Forge Stronger Human Connections
Our craft is storytelling—creating shared moments where people feel something real.
In fact, our company name (which refers to an elevated blood pressure reading) reflects our deep-rooted desire for audiences to have a visceral reaction to our work.
160over90 got its start in 2001 as a branding agency. And today, we work across entertainment, sports, and media, bolstered by our alignment with WME Group—expanding our footprint, offerings, and perspectives to connect clients in all industries with culture.
We’re more than 800 people across all of 160over90, we work to creatively make brands more relevant from places like here in Philadelphia, New York, Atlanta, St. Louis, Austin, Chicago, Dallas, Los Angeles, San Francisco, as well as globally in Europe, Asia, and Australia.
We’re full-service, digital-first, and heavily indexed on cultural insight, access, and influence. And we continue to evolve our capabilities and redefine what you expect from a creative agency, so that we’re better positioned to help organizations like Medical Guardian articulate who they are, what they stand for, and why it matters when consumers are making a choice.
No matter the category, when it comes down to it, we’re all human. We’re all moved by powerful stories. And it just so happens that sparking reactions is our business.
Let’s dig in!
We’re a one-stop shop
160over90 is a full-service cultural marketing agency. Elevating brands and making them more culturally relevant sits at the heart of what we do.
And we complement this expertise with research, analytics, branding, creative, advertising, media buying, digital, video, PR, social media, experiential/activation, and sponsorships/partnerships—all offered entirely in-house.
Our solutions are informed by a holistic perspective that allows your organization to speak with one voice, consistently, across every channel.
Agency Services:
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Marketing doesn’t suffer from a lack of information—most organizations have more data, studies, and feedback than they know what to do with. The opportunity lies in harnessing that information and making it meaningful.
160over90’s research engagements are designed around a marketing outcome rather than a research outcome so that we can answer the all-important question: what’s driving performance?
Rather than a templated research approach, we focus on customization to the client and the application of innovative tools and analytics techniques. This isn’t research for its own sake, but a data-driven approach to helping organizations stand out in the market and grow brand affinity.
Primary Research Capabilities
Discovery & Immersion
Focus Groups
Individual Interviews
Journey Mapping
Market Research
Online Perception & Brand Tracking Surveys
Social Listening
Creative & Message Testing
Secondary Research Capabilities
Access to Leading Syndicated Tools & Databases
Kantar Media
Nielsen/MRI/YouGov/GWI
Helixa/Infegy
Comprehensive & Strategic Google Searches
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Creative work, including graphic design and copywriting, is one of the primary services the agency was first founded on 20 years ago and it remains an integral part of the firm’s identity and a core strength today. Our copywriters are adept at writing short-form and long-form copy for brand messaging, websites, advertising, and brochures/collateral, among other marketing and sales materials. And 160over90’s design work and experience with leading brands is widely considered to be the pinnacle of graphic design execution within respective categories. By recruiting forward-thinking and innovative designers, the agency’s work has been recognized and awarded in publications such as Print, How International Design, Graphis, Communication Arts, One Club for Art & Copy, CASE, FPO, and Type Directors Club.
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160over90’s video team is comprised of creative directors, editors, video and interactive producers, and motion graphic designers, all universally fueled by video’s unique ability to emotionally engage audiences. To accommodate extensive video work with clients, 160over90’s PHL office houses a comprehensive editing facility including edit bays, audio recording stations, and a live editing and review suite. Our production team also has deep expertise in lifestyle and studio photography, regularly applying a combination of the two styles to yield highly planned and stylized imagery capturing architecture, portraiture, action sports, healthcare and tech innovation, and more.
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The rate of change in the media landscape the past couple years has been faster than in the 20 years prior. Social media is now paid media. The programmatic industry is rife with low-quality inventory and overinflated metrics. The lines between search engine optimization (SEO) and search engine marketing (SEM) continue to blur. And advertising is now “content.”
Because 160over90’s in-house media planning services were originally rooted in more grassroots activation, our approach to media solutions has remained agile and innovative when it comes to constantly challenging the status quo.
Today our media strategists, media buyers, and analysts manage $50 million in gross media annually. The team has extensive experience developing and executing comprehensive media campaigns and strategies—as well as conducting studies of media consumption habits, identifying channels, and reporting media trends. Media capabilities include full-service media planning and buying, performance media, advanced analytics, and research & insights. We have in-house expertise in concepting, creating, and trafficking campaign deliverables for broadcast, print, outdoor, digital display, programmatic video, paid search, and social media.
The hallmark of our media team is that we’re built the way audiences consume media, not the way media is purchased. We’re flat, fluid, and non-siloed, so your media team both plans and executes across all channels.
And in the same vein, we plan media with a “customer experience first” mentality rather than a traditional “channel first” mentality, backing up messaging with the right frequency and consistency so our clients remain top of mind with target audiences.
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In today’s always-on media environment, it’s never been easier to reach audiences—but arguably, it’s also never been harder to engage them. As a culturally connected agency, 160over90 is uniquely positioned in the battle for consumer relevance, hearts, and minds. It all begins with strong storytelling.
We employ dedicated PR & Strategic Communications practitioners who drive earned and owned media efforts for clients, delivering differentiating brand narratives into market in ways that build thought leadership, reputation, and engagement. We operate much like a newsroom, with trained journalists on staff and a strong focus on current/emerging national news trends.
Core competencies include:
PR Strategy
Message Frameworks and Key Message Development
Communications Planning
Traditional Media Relations, especially in the national press landscape
Media Training
Speaker Circuit Bookings
Awards and Industry List Recognition
Editorial Writing
Content Marketing
We work extensively with national mainstream media outlets such as The New York Times, Washington Post, and USAToday; business publications like Forbes, Fortune, Fast Company, The Wall Street Journal and CNBC; and lifestyle media from NPR and Huffington Post to Parade, Pop Sugar, and Cosmopolitan; as well as industry verticals.
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160over90 specializes in communications strategy and messaging platform development for organizational executives—particularly around milestone moments.
The agency is often engaged as leaders are first coming in and informing their leadership agenda, evolving a communications style, and articulating a strategic vision. Other times the agency will assist as leaders are reassessing modes and mediums of internal communications, evaluating opportunities for external thought leadership and elevated national reputation.
In each engagement, we work to strategically align and amplify leaders’ outbound messages, and to construct thought leadership platforms that draw on personal expertise and passion points while speaking to an organization’s core essence. Then we create dynamic, engaging ways of sharing stories, time and time again, to encourage awareness, consideration, and choice. It’s a matter of casting, time commitment, and timely conversation.
Capabilities include:
Strategic Visioning
Communications Platform Development and Key Messaging
Go-to-market Strategies to best reach and resonate with various audiences
Content Marketing
Earned Media
Social Media Thought Leadership
Speechwriting
Speaking Engagements and Conference Appearances
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160over90’s social capabilities start with data and are quantified by culture. Our process starts with social strategy (e.g., target audiences, competition, content, channel, conversations, insight mining, social listening). The strategic foundation then fosters creative/campaign development natively integrated into platforms. Because a reciprocal dialogue is paramount to a brand’s social identity, we also develop relevant and analytical brand identities through community management to help brands connect and engage with audiences.
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160over90’s philosophy is to develop authentic partnerships with creators who have powerful, important, and influential voices (large and small). We know brands expect tangible and measurable results from influencer marketing. And that consumers expect authenticity, transparency, and action from brands. We’ve dedicated years to pioneering methodologies to allow us to measure influence from top funnel to bottom with dashboards for our clients to see real-time understanding of all campaigns.
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As pioneers in the experiential space, 160over90 has spent more than a decade perfecting the art of consumer engagement. We marry unmatched cultural access and insights with bold strategic thinking, meticulous planning, and world-class production to create experiences that spark emotions, produce lasting memories, and bring brands to the center of culture.
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160over90 develops customized partnership marketing solutions that create meaningful connections with audiences. This includes strategies that align brands to properties (e.g., leagues, teams, events, festivals, tours), and talent (athletes, artists, etc.). We build fully integrated activation strategies that connects creative, content, and experiences with avid loyalists, and engages the next generation of audiences. We have strong relationships across the cultural partnership ecosystem, and understand the nuances between audience consumption influences/habits.
Digital
We build emotionally driven web experiences that forge stronger human connections. They make audiences sit up, take notice, and feel something real.
People ignore design that ignores people. While delivering beautiful design is always a goal, 160over90’s digital experiences are built to balance purpose, content, utility, and function.
Our digital capabilities include:
Large Scale Websites
Interactive Storytelling
Immersive Experiential
Dynamic Landing Pages
Branded Games
Web-based Apps
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Our digital approach leans heavily into user experience research and design. By using a combination of data collected from analytics, heat-mapping, user tests, and surveys, 160over90 develops a strategic direction for how to build and improve websites and apps to accommodate all audiences.
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This strategic direction is carried through wireframes, content strategy, design, and development to create a bespoke digital experience built specifically for your audiences’ needs.
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And most importantly, we drive business performance for our clients like increasing awareness, shifting perceptions, starting conversations, nurturing relationships, and propelling actions.
We cut across categories
When you only work in one industry, your perspective is limited—so you play it safe. And safe doesn’t inspire your audiences or move the needle.
160over90 truly brings cross-category expertise given our partnerships across healthcare, entertainment, arts/culture, higher education, lifestyle, CPG, sports, finance, and nonprofits.
We are constantly gaining inspiration and honing our skills in diverse arenas. Sharpening our tools in one industry prepares us for another, giving us a unique perspective on the techniques that work. But while we draw inspiration from many sources, we approach each project as a new challenge and build a bespoke solution every time.
U.S. Soccer Foundation
SUPERPRETZEL
Under Armour Performance Academy
A Strategic
POV
Today’s seniors are different than past generations
And the tools that serve them must be too.
This generation of aging adults has different wants and needs. While their health priorities haven’t necessarily changed, they are increasingly more tech savvy and the expectations from brands and products are higher than ever, leaving opportunity and need to reimagine how to meet them where they are.
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They’re more tech-literate, digitally integrated, and accustomed to “smart” health tech to optimize their lives, serve their fitness goals, and connect them. They have higher expectations of how tech should look and work.
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Retirement isn’t about slowing down, it’s about finally having freedom. Safety products that enable and empower their dynamic and multifaceted lifestyles are important for a generation that’s more active than those in the past.
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Growing up with the rise of consumerism, they’re more accustomed to and expectant of brands catering to them not just through product, but design, marketing, and even UX experience. They don’t want patronizing simplification, but smart, elevated solutions.
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This generation is more informed and empowered, which means they’re more proactive about health — not as a reactive means, but a proactive and curated wellness lifestyle. Many are familiar with digital health tools and seek reviews and second opinions to identify the best fits for them.
Senior health shouldn’t be so separate, short-changed, and stigmatized.
While this aging generation is more tech-forward, the tools that serve them have not caught up.
Medical alert systems are often outdated and “othering” compared to the high-tech, sleek and customizable health tools for “the rest of the population”.
They feel “clinical” and stigmatizing, making seniors feel labeled than seen and supported.
They lag behind in modern UX/UI, wearable design, and app functionality.
They can feel “one size fits all” when audiences want flexibility and personalization.
They’re positioned as reactive with a focus on urgency and emergencies rather than holistic and preventive wellness.
All of this leaves a blank space to claim within the market.
Medical Guardian finds the balance — useful but not at the expense of dignity or design.
Digital is no longer just a touchpoint. It’s an omni-connected part of our lives.
From your website to your app to your digital communications, we no longer live separate from these tools, but perpetually interconnected, engaged, and augmented by them. And they are critical to health literacy and empowerment for all generations.
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For older adults digital isn’t just about convenience — it’s a key to maintaining independence while staying connected to those who care for them. From FaceTiming grandchildren to texting friends to streaming content, they want efficiency as much as empowerment.
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Digital experiences have shifted from being transaction to relational, creating opportunity to anticipate and evolve with us through our lives as opposed to being segmented to certain age groups.
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While the intersection of health and tech is increasingly common, the importance of trust and transparency is paramount. Creating efficiencies without losing empathy by creating “human” experiences as well as ensuring clarity and security must be a priority.
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Digital is no longer just the front door to your brand, it’s your living room. From members to caregivers, a modern, responsive, and engaging digital experience across all touchpoints in service of not just conversion but care will help to build broader association and connection with your brand.
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Finally, digital is not just about experience, but expression — with tech as fashion and accessory as much as tool, holistic design considerations are important.
You’re not just selling a product, you’re selling a new way of thinking.
Creating a digital experience that serves all of your different audience needs seamlessly will be critical in capitalizing on your opportunity to disrupt the space and change perceptions around health tech for aging adults.
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Granting them independence, dignity, and opportunity by honoring what they’re capable of as opposed to assuming what they aren’t.
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Creating peace of mind and trust through not just compassion but innovation that empowers them as much as their loved one.
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Ensuring accountability and efficiency through smart and seamless tools and touchpoints that allow for better technical and emotional care.
From the members themselves to their influencers and advocates,
Medical Guardian has the opportunity to usher in a new and necessary era of care centered around aging as lifestyle over life cycle.
Our Opportunity:
Build a digital experience grounded in truth—and designed for human reaction.
In a category crowded with sameness, we believe the key to standing out is anchoring the digital experience in what’s uniquely, authentically you.
Our approach starts by uncovering the fundamental truths of Medical Guardian, your mission, your impact, and your promise, and then crafting a website and app experience that not only reflects those truths, but invites your audiences to feel them in the most resonant way — based on what we know about them and the culture contexts that surround them. Because when people connect with something real, they remember it. And they act on it.
Our Work
Case Studies
Please review a relevant mix of 160over90’s experience with both branding and digital efforts. This includes creative samples—as well as a detailed write-up outlining the scope of each engagement.
Temple Health
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Situation
Temple Health serves as an Academic Medical Center and Health System associated with Temple University, which has largely served the North Philadelphia population and the surrounding greater Philadelphia region. Temple Health’s location and patient population have led to their distinct and unique ability to tackle complex issues that others in the space (and regional area) are not equipped or interested in taking on. As a result, they had a distinct opportunity to not just grow their reputation regionally, but also on the national scale as an expert in complex illness and solutions.
Solution
Recognizing Temple Health’s groundbreaking research, expansive care, and innovation-driven treatment, we developed the “It Takes Temple Health” campaign. This brand position emphasizes Temple’s unique approach to healthcare transformation, underscoring its commitment to advancing healthcare for patients nationwide.
At Temple Health, they are driven to take on challenges others consider too great. The impossible, the never going to happen, the never been done before. When others say “no”, turning patients away, we say “how can we find a way?” As a sophisticated academic medical center backed by clinical research and state-of-the-art technology, they employ years of expertise to meet every healthcare challenge that comes through their doors. The brand demonstrated a fierce determination to solve the unsolvable, powered by a fearless optimism that keeps us committed to the cause, whether inventing new treatments, uncovering medical breakthroughs, or leading transformative clinical studies.
Results
The brand campaign was implemented across the organization and promoted via marketing and communications efforts focused on building greater awareness at the regional and national scale, positively impacting reputation across key specialties (with a halo over overall reputation) and ensuring alignment between Temple Health, Temple University and the Lewis Katz School of Medicine.
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Zando
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Zando came to us in need of a website. Up to that point, their online presence had been limited to a single landing page which, while functional, didn’t truly communicate the Zando brand. 160over90 conducted in-depth discovery and strategy phases to inform our creative approach, which leveraged existing elements and architecture where possible to maintain a level of consistency as their online experience evolved. In the process, we also worked with Zando to determine the ideal content management system for their site (WordPress) and integrated e-commerce capabilities to make the site a more direct conduit for revenue generation. The resulting experience allows the zando brand and their partnerships to shine and scale.
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Valvoline needed to improve their Sticker Bucks digital rewards initiative that allowed technicians to earn cash by submitting claims for eligible products. Prior to engaging us, the submissions were handled by physically mailing forms or handing them to a representative. We reimagined this process with the creation of a Sticker Bucks mobile app and new sticker system that streamlined the process, allowing technicians to self-submit claims by scanning QR codes on stickers, enhancing efficiency and tracking. In addition to simplifying the process, the new app also expanded program reach to accounts with less rep presence and independent professionals, improving the overall reward experience and providing detailed SKU-level insights.
Valvoline Sticker Bucks App
Cardinal Glennon Children’s Hospital
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SITUATION
SSM Health Cardinal Glennon Children’s Hospital has been serving the St. Louis, Missouri community for nearly 70 years and remains the only free-standing, non-profit Catholic pediatric hospital. It provides state-of-the-art care to thousands of children with complex conditions.
But Cardinal Glennon is so much more than just a children’s hospital. Everyone they come in contact with—whether in a hospital or out in the community—feels the “Glennon effect.” Healing that goes beyond just the physical and caring for families is at the core of everything they do. The Foundation at Cardinal Glennon Children’s Hospital engaged 160over90 to develop a storytelling platform that connects the organization’s roots to their vision for the future. The agency was charged with developing everything from the messaging and visual identity to a media campaign designed to get current and prospective donors to see a personal need and connection to Cardinal Glennon that translates into philanthropy.
SOLUTION
160over90 first established an evergreen brand essence centered on the idea of “Our All, For All” – which speaks to Cardinal Glennon’s uncommon and uncompromising commitment to pediatric health care, while also working in lockstep with the Catholic identity of the organization.
Building upon this brand essence, 160over90 partnered with Cardinal Glennon in 2023 to develop the “Devoted” brand campaign. Cardinal Glennon is devoted to finding grace in moments big and small. In birthday parties and swim lessons; in Saturday morning cartoons and Sunday Mass. In the soaring triumphs and the deepest losses. And in the moments that will change a family forever. Because Cardinal Glennon is devoted to a world where kids get to be kids. In all ways. Always.
As part of the “Devoted” brand campaign, 160over90 developed key campaign assets included video content, digital, print, social, environmental, and donor communications.
RESULTS
The awareness campaign launched in September 2023 and has outperformed benchmarks across all major channels and tactics with video content driving the highest click-through rates.
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Hirtle Callaghan
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Hirtle Callaghan wanted to modernize their website and redefine who they are and what they represent. As an organization focused on putting the client first, we rethought the user experience and the content on their website to reposition them as a client-centric organization and as a firm of chief investment officers who think about more than just money. They think about how to maintain family legacies and support the missions of the organizations they serve.
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Pennington Biomedical Research Center
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Situation
Few public health problems are as complex as obesity. It is one of the most prevalent and deadly diseases and is a precursor to many other chronic conditions: cardiovascular disease, Type 2 diabetes, dementia, even cancer. Its causes are many and its impact is felt far and wide. Yet it is widely overlooked and too often misunderstood—to the point that our nation’s well-being is now at risk.
Today, more than 40% of the U.S. population has obesity: the highest rate on record. According to the National Institutes of Health, more than 300,000 people die of obesity-related causes every year. This is the dangerously unhealthy, unsustainable state of America. Where portion sizes are four times larger than they were in the 1950s, 41.2 million people can’t regularly afford nutritious food, and for the first time in history, we are bearing witness to a generation of children who face a shorter expected lifespan than their parents.
Solution
Pennington Biomedical Research Center is intently focused on solving obesity and is recognized as a world leader in the fight against obesity and related chronic diseases. For more than 30 years, Pennington Biomedical has conducted basic, clinical, and population research, studying obesity from the individual cell level to physical, mental, emotional, and economic tolls on whole communities. A campus of Louisiana State University, located in Baton Rouge in the heart of America’s Southern obesity belt, Pennington Biomedical employs hundreds of highly specialized scientists, doctors, dieticians, nurses, and lab technicians who are working diligently to improve America’s understanding of obesity as a disease and to expand available prevention methods and treatment options.
For Pennington Biomedical, the solution to obesity begins with research. But the organization also understands that America urgently requires a reality check if we (as a collective) are going to successfully reverse the trendline and curb the obesity epidemic.
Pennington Biomedical partnered with 160over90 to help launch “Metamor”: a new bariatric and metabolic institute at Pennington Biomedical, making it the first in the nation to introduce a collaborative, centralized approach to weight loss with obesity medicine, lifestyle interventions, and surgery under one roof.
Truly, there is no other place like it—a surgical weight loss clinic embedded in such a high-caliber research establishment as Pennington Biomedical. But just as much as we wanted to signal its clinical differentiators, we also wanted to deliver on a message of specialized care and specialized understanding. The resulting brand narrative and visual identity centers on the idea that Metamor is about much more than changing looks or even changing lives. It’s sparking a metamorphosis of perception—from patients’ perception of self and what’s possible for their lives, to society’s perception of this disease and combating its stigma.
Results
Metamor opened its doors in 2022. Having uniquely positioned the new bariatric and metabolic institute to medicalize and recontextualize obesity, the agency is now developing a PSA-style video to help Metamor connect with potential patients and treat obesity with the attention and aggressiveness it requires.
All of this puts Pennington Biomedical, and America, ever closer to solving obesity by 2040.
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Luigi’s Italian Ice
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Our digital work for LUIGI’S was born out of a delightful rebrand that 160over90 executed. The supporting design is bright, bold, and simple, leveraging animated “fruitie” characters, fruit illustrations, and fruit stickers. The stickers take inspiration from produce stickers, furthering the connection between LUIGI’S and real fruit ingredients. The copy and tone are familiar, playful, and spontaneous, inviting consumers to engage with the world surrounding the brand. The outcome is a bright and playful online experience that pays off ongoing media campaigns while also allowing users to explore the full range of products and connect them with LUIGI’S brand ethos and personality.
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The Team
Core Members
Meet the Team
Your core team structure will be comprised of senior leadership, account management, creative, and digital leads—with other internal service line specialists (e.g., media, production, PR, etc.) tapped along the way as necessary.
As it relates to client support, we will collaborate with the Medical Guardian team to align on the most effective cadence of communications (virtually and/or in-person).
We want to establish a collaborative environment where not every conversation needs to be scheduled proactively, and allows for open and timely communication to go both ways.
While it’s important to have regularly scheduled meetings and check-ins, it’s just as important to be flexible to project ebbs and flows and be transparent with each other.
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VP, Branding + Digital
Shannon is a digital strategist and team leader who specializes in building intuitive, impactful digital experiences across web, app, and platform ecosystems. At 160over90, she leads the digital discipline, helping clients define and execute strategies that connect with their audiences and stand out in competitive markets. She brings a strong foundation in healthcare, having led brand and digital work for organizations like UnitedHealthcare, Einstein Health System, and the New York Health and Hospital System. Shannon understands the complexity of healthcare audiences, from patients and caregivers to providers and administrators, and how to craft digital solutions that balance clarity, accessibility, and trust. Her approach is grounded in audience insight and business objectives, ensuring every solution is both human-centered and high-performing.
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Director, UX & Content Strategy
For more than two decades Justin has been creating strategic digital solutions that generate results. Having spent time managing two digital agencies, leading digital creative teams, overseeing development efforts and providing strategic solutions at every touch point, Justin has proven himself an invaluable resource across multiple digital disciplines. Prior to joining 160over90, Justin led the digital charge on behalf of a client list that included Anheuser-Busch, Condé Nast, Wynn Resorts, Las Vegas Convention and Visitors Authority, California Community Colleges and Visit California.
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Digital Creative Director
Rich began his career as a designer and art director at ad agencies, creating campaigns for Budweiser, Bud Light, ConAgra, Quiznos, Costa Farms, GermX, Nelson Biodiesel, and a slew of smaller brands. In 2012, he embarked on a new adventure, co-founding an e-commerce wine box business and launching the Anniversary Wine Box—a custom wedding gift that quickly gained global attention. The product made waves with the Today Show, Real Simple, Uncommongoods, Goop, Google, Zola, and Gary Vaynerchuk. In 2018, Rich returned to the agency world, bringing his startup experience with him. As Digital Creative Director at 160/90, he leads UX and UI design, crafting digital experiences that not only captivate but also drive tangible business results for clients such as Yale, Princeton, Stanford, Blue Origin, USAA, Marriott, and more.
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Senior Application Developer
Declan holds a bachelor’s in Computer Science from Washington University in St. Louis. He spent the years immediately after graduation working at St. Louis-area startups and agencies for brands like Marriott, Anheuser-Busch, T-Mobile / Blizzard, and Twitch before moving to Los Angeles for its indie video game development scene. As Senior Application Developer, he works on a variety of client projects including websites, experiential activations, and branded video games.
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Program Director
As Program Director, Dara manages the health of a client contract. As multiple projects are running concurrently over time, this role evaluates resource capacity, timelines, project scopes, and burn rate in order to inform overall health. Before joining 160over90 in early 2018, Dara worked as an international brand manager at J. Crew and helped the parent company’s sister brand, Madewell, break into several international online consumer markets. At 160over90, Dara manages a variety client spanning across consumer brands, professional sports organizations, academic medical centers, and higher ed clients.
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Senior Account Director
Sam is a passionate brand builder with 15+ years in the industry, a collaborative and hands-on leader focused on driving people, organizations and projects forward. Before joining 160over90 Sam spent time at Emmy award-winning content studio Remedy Television + Branded, Pittsburgh-based advertising agency Red House Communications, and consumer healthcare company GlaxoSmithKline. During those roles, Sam managed a portfolio of extraordinary clients including Marriott, Philips, Disney, and the Department of Defense’s Warrior Games. At 160over90, Sam works with agency teams and partners across diverse industries, including the University of Pittsburgh, Colorado State Forest Service and Pennington Biomedical Research Center.
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Design Director
Eric has over 20 years of experience in graphic design and branding, and has been with 160over90 since 2014. He has led creative teams and shaped brands across a wide range of industries, delivering impactful work across print, digital, and video. His client portfolio includes prestigious institutions such as Princeton, Johns Hopkins, and the University of Virginia. As Design Director, Eric plays a key role in guiding and elevating our design work from concept through execution.
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Senior Strategy Director
Sarah is a Senior Strategy Director with an experienced career in storytelling and marketing. After her bagel tour of NYC (and careers in journalism and social media), she made her way back to the city of cheesesteaks and landed at 160over90 where she now helps build compelling brands and campaigns, working on clients across the higher ed, healthcare, professional sports, consumer, and energy industries. She revels in the intersection of insights and ideas, merging the realms of data and analytics, cultural trends, audience psychology, and the power of words to craft the strategic scaffolding for expressive brands that create emotional connections with their audiences.
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Strategist
Upon graduating from La Salle University with a degree in Marketing and Digital Art, Myles Penny's desire to grow professionally in this space led him to 160over90. As a Cultural Strategist, Myles brings fresh thinking to the table that elevates work and enhances relationships. Off the clock, Myles is probably listening to music, at some museum, reading, doom-scrolling, cooking, freelancing, buying clothes. What excites Myles is being an active participant in my communities, seeking out meaningful conversations with the people who feed culture and sharing my experiences with brands. That's what makes strategy fun for him— constantly being in a position to listen, distill, and apply. Over the last four years at 160over90, he has woven his personal and professional experiences into strategies for a number influential brands including Wells Fargo, Marriott Bonvoy, McDonald’s, Pernod Ricard, Macy’s, KIA and Colorado State University.
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Project Manager
Mary Kate is a Senior Project Manager at 160over90, where she oversees multiple projects across her portfolio, ensuring seamless execution from concept to delivery. She collaborates closely with internal teams to manage workflows, assess capacity, and track project trends while ensuring all work aligns with the project brief. Before joining 160over90, Mary Kate worked at Saint Joseph’s University, leading undergraduate enrollment marketing strategy, collateral development, and university-wide advertising execution. At 160over90, she manages projects for a diverse roster of clients, including professional sports organizations and higher education institutions.
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Account Supervisor
With nearly six years at 160over90 and a background in science policy lobbying on behalf of universities and research institutions, Jason’s career has been rooted in advancing the missions of higher education. He understands the value of relationship building and brings a passion for developing long-term, strategic partnerships to all of his clients. At the agency, however, he has led a diverse portfolio of work for clients including AS Roma, UT McCombs School of Business, Georgetown’s McCourt School of Public Policy, the University of Illinois System, and Colorado State University to name a few. He thrives on collaboration and believes the strongest outcomes come from strong relationships.
Approach
and Methodology
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The following is a summary of 160over90’s scope of work to provide digital services for Medical Guardian. 160over90 will review the existing website, as well as the Medical Guardian mobile application and web-based portal, to identify opportunities to improve the overall user experience while positioning Medical Guardian as the leader in senior safety.
Our digital process comprises a series of phases with milestones and deliverables that allow us to not only create outstanding digital products but also aid in building consensus and fostering buy-in among key Medical Guardian stakeholders.
The process for this project includes the following phases:
Research & Discovery
UX & Content Strategy
UI Design & Copywriting
Handoff & Support
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4-6 Weeks
We begin with a thorough review of all available data, analytics and brand documentation. We then conduct a digital discovery, interviewing key stakeholders and potentially holding workshops to gain a deep understanding of business and user goals for the site, mobile application and its associated web-based portal. Parallel to these efforts, we also conduct a technical discovery where we identify the technical parameters that we’ll need to be aware of for a successful implementation.
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8-10 Weeks, 2 Rounds of Revisions
During this phase, we will conduct an information architecture review focusing on navigation, content hierarchy and organization, user experience and expectations rather than organizational structure. We’ll also begin to establish the content strategy that will guide the creation, delivery and governance of useful, usable content, ensuring that we get the right content to the right people, in the right place, at the right time.
Next up, we translate content strategy into wireframes. Wireframes convey layout and functionality, while keeping users’ needs and the brand top-of-mind. The page templates and components visualized during the wireframing phase are intended to be scalable across all three digital touchpoints and will serve as the blueprint for the Medical Guardian design system.
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12-14 Weeks, 2 Rounds of Revisions
The new Medical Guardian digital design system begins to come to life in user interface design. Designers layer on color, typography, graphics, images, and interactive inspiration to create impactful digital experiences and digital design systems. Copywriters will collaborate with content strategists and will use high-level content outline documents to create compelling content for key areas of the digital experiences.
During this phase our digital and brand creatives will work together to explore ways in which the existing creative might be expanded upon in the digital space to better tell the Medical Guardian story and encourage trust in the brand and its products.
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30 Days
Following approval of design, 160over90 designers will assemble a ‘dev pack’ outlining all design details including colors, type hierarchy, atoms, molecules, and organisms to ensure 1:1 translation from design to development by Medical Guardian’s internal technical stakeholders. 160over90 will also be standing by to support Medical Guardian’s development efforts should questions or challenges arise during this phase of the project.
Technical
Capabilities
While we understand that the scope of this project no longer includes development, we thought it would be beneficial to highlight some of the technical aspects of our approach that are still applicable.
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Our designs feature flexible layouts, limited media queries, and scalable images to ensure content displays well on all devices across various screen sizes to ensure usability.
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We make every effort to produce experiences that feature fast load times and optimal performance by minimizing HTTP requests, optimizing images, leveraging browser caching, using content delivery networks (CDNs) when applicable, and minimizing JavaScript and CSS.
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By using semantic HTML, providing alt text for images, ensuring keyboard navigation, maintaining sufficient color contrast, and supporting screen readers, we ensure that our web experiences are usable for all.
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While we do not specialize in SEO, we do follow best practices when designing web experiences. Key tactics include using relevant keywords, optimizing meta tags, using ALT tags, and more. Mobile-friendliness and structured data can also enhance rankings and drive organic traffic.
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We create flexible structures that grow with user and business needs. Using modular design systems, reusable components, consistent styling, and responsive layouts, we can maintain usability and brand consistency at scale.
Budget
& Timeline
Summary of our estimated fees to redesign Medical Guardian’s website and app/portal.
Given our sincere interest in building a partnership with Medical Guardian, 160over90 is offering a discounted blended rate of $200 per hour (typically $215) for all agency personnel.
Please note that fees are estimated based on information available to date and are meant to inform internal budgeting/planning conversations for this process.
We do not want finances to be a barrier to a potential partnership if you think 160over90 is the ideal partner for this opportunity.
In that vein, we welcome open feedback to refine our scope, timing, and budget recommendations.
Additional Budget Notes:
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160over90’s proposed agency fees include time for dedicated account management services in the form of key meetings, check-ins, status reports/calls, and detailed project planning throughout the duration of this engagement.
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160over90’s agency fees do not include travel, incidentals, or other ad hoc out-of-pocket costs such as printing, photography, font licensing, legal trademark searches, third-party software applications, integration, and domain names. These costs will be flagged to Medical Guardian in advance for approval, and then invoiced separately/billed as incurred.
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Should video, audio, photography, and/or events be entertained, 160over90 will provide detailed hard costs based on approved the creative concepts/production plan to come. These costs may include director’s fees, equipment, scouting, VO, casting, music composition/licensing, stock imagery, or SFX. These costs will be invoiced separately/billed as incurred.
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160over90 is flexible with how we bill for our services. For Medical Guardian, we recommend monthly billing; services can be billed on a monthly retainer (cost of total engagement, divided up evenly across the length of time to complete). But this can be discussed and aligned upon following award.
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To facilitate a smooth financial process, we prefer payment terms of net thirty (30) days from the date of receipt of an undisputed invoice. This ensures clarity in our financial transactions and allows ample time for processing payments in accordance with industry standards.
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If Medical Guardian should wish to execute more work than the hours available, a separate Project Addendum (PA) will be provided to cover the cost.
This proposal is valid for a period of 30 days from the proposal due date. Any implied or explicit due dates contained herein are contingent upon timely client approval of this proposal, and may be modified if such approval is withheld. Proposed hours for Client projects are based on Agency best practices and historical averages for similar projects. Final hours may vary and are subject to change based on final scope as mutually determined between the Client and Agency.
Timeline Overview
For illustrative purposes—here is our estimated timeline to design and develop the new Medical Guardian website.
This is subject to change (contingent upon kickoff timing and additional feedback from the Medical Guardian team).
References
Client References
To the right are client references for which 160over90 has provided digital services. Out of respect for the privacy of our clients, and due to the high number of reference requests moving through at any given time, we ask that you please coordinate all reference checks through:
Samantha Thompson
Senior Account Director
Phone: 570.815.5423
Email: sthompson@160over90.com
Colorado State University
Nancy Deller
Assistant Vice President, Marketing
312-509-3383
Nancy.Deller@colostate.edu
J&J Snack Foods
Joanne Mizner
Vice President Marketing - RetailCorp
856-532-6618
JMizner@jjsnack.com
Princeton University
Mary K. Buckley
Associate Dean, Communications
609-258-3060
mkbuckley@princeton.edu
