This project involved two years of communications, engagement, and design work for Torres and Cape Hospital and Health Service, supporting Best Practice improvement and optimisation activity across their Digital Health Services division.

The work was not a one-off campaign. It was an ongoing program of communication and design support built to help staff understand system changes, feel more confident using Best Practice, and stay connected to a broader optimisation agenda – covering everything from strategy and planning through to campaign content, branded assets, and change-support messaging.

Best Practice optimisation involves workflows, data quality, system changes, and user behaviours that are difficult to explain in plain language. Much of the work happening behind the scenes was valuable – but not always visible or easily understood by the people it affected.

Staff were already operating in busy environments with significant demands on their time and attention. Internal communications had to work harder than usual to be noticed, trusted, and acted on. Messaging could not feel generic, overly technical, or disconnected from day-to-day work.

Communications needed to reach a broad mix of staff: clinicians, primary healthcare teams, administration staff, managers, and local service teams. These audiences had different levels of digital confidence, different priorities, and different reasons for engaging with the information.

Because the engagement extended over a long period, the work also needed to feel coordinated. Not a series of isolated updates, but part of a larger, coherent story about improvement, support, and progress.