Project overview

Spotlight Magazine is a 20-page printed publication produced by Optum for GP practices, bringing together practical content, thought leadership and lighter editorial features within a clear, accessible layout. Following the merger of EMIS and Optum, I led the design of the first fully Optum-branded edition, ensuring the publication aligned confidently with the established brand system while maintaining clarity and readability for its primary care audience.

The project required careful handling of large volumes of copy, strong typographic hierarchy and close collaboration with the marketing lead to refine content and strengthen overall coherence. Alongside leading the editorial design, I commissioned and art directed a bespoke cover illustration, developing a distinctive visual approach aligned to the Summer issue and product theme.

The final publication was printed and distributed to over 3,600 GP practices.

Client: Optum
Role: Senior Designer / Design Lead
Scope: Editorial layout and design, typographic hierarchy, accessibility-led design, content refinement in collaboration with marketing, commissioning and art direction of bespoke cover illustration, print-ready artwork for large-scale distribution