Abarca Health
Creative Direction / Editorial Lead / Long-Form Writing
Art in Our DNA.
THE BRIEF
Turn years of art, culture and community into one coherent story.
Abarca Health's Oasis Art Program brings art into its relationship with Puerto Rico's creative community, including commissioned works and the art that inhabits Oasis Santurce. Art in Our DNA brings that story together through an editorial narrative connecting healthcare, creativity, community, culture and care.
THE IDEA
Healthcare can be clinical. Caring is not.
The book builds a narrative around a simple idea: creativity isn't separate from how we care for people. Through long-form storytelling, artist profiles, cultural context and the history of the Oasis Art Program, the editorial voice connects seemingly different worlds: health and art, business and culture, innovation and humanity.
That's supported especially well by the early editorial sequence, which explicitly frames creativity as important to progress and positions art alongside healthcare's broader human purpose.
THE STORY
From Art Program to
Cultural Archive
Abarca Health's Oasis Art Program dates to 2017, when commissioned work from Puerto Rican artists became a way to express solidarity, partnership and care following Hurricane María. The book traces that evolving tradition through commissioned pieces and ultimately into Oasis Santurce and its murals.
That progression gives you a fantastic visual sequence.
Why It Feels Like Me
Copywriters are usually asked to find the line. I got to help write the book.
This project represents everything I love about the craft at a much bigger scale: research, art, culture, voice, narrative and an obsessive attention to detail. Instead of reducing a story to thirty seconds or a headline, I had room to build one across an entire book. It pushed my writing beyond advertising and into something closer to authorship.