be the change groupDesign That Drives Change
As Be the Change Group's Design Director, I worked across social impact and healthcare clients from around the world, leading a small team of designers and developers on work that mattered beyond the usual bottom line.
Two projects stand out, both about giving a professional community one shared place to connect and grow. BC's emergency physicians were spread across the province. UK educators were spread across three separate organizations.
BC Emergency Medicine Network
The BCEMN needed to connect emergency physicians across British Columbia's urban, rural, and remote hospitals, giving them a shared way to communicate and access clinical resources. I facilitated parts of the discovery workshops, led market research, and worked with a team of designers through wireframes and mockups, then carried that into the brand identity itself. A third of the province's emergency physicians signed up in the first month, half by month six, and the network now reaches 75% of all emergency medicine physicians in BC with over 900 members.
75%
BC's emergency physicians reached
900+
Network member count
Skills and Education Group
Skills and Education Group needed a new brand and website to unify three founding partners into one identity, plus a membership hub for their further-education community in the UK. As lead designer, I ran the research, shaped the site architecture and wireframes, and led a small design team through the mockups and brand work. After the membership hub launched, site traffic doubled month over month, and professional development event bookings rose 160%.
200%
Site traffic after the membership hub launched
+160%
Professional development booking
“Amer continues to inspire my confidence, displaying expertise, a keen understanding of all design and web applications, and strong passion for his work. For these reasons I will not work with any other designer."
Brandy Svenson
Creative Director and Co-Founder, BTCG