Performance-Driven Marketing for Purpose-Driven Companies
& Causes
TWIST is a brand and advertising agency that delivers highperformance marketing for purpose-led organizations—Our Ohio-based healthcare practice group offers fixed fee, proven brand, marketing and digital solutions, neatly packaged for small hospitals, clinics & practices.
For more than a decade TWIST has been Sisters of Charity’s Agency Partner, TWIST has helped reposition and reintroduce a hospital to the Cleveland market, rebrand the entire health system, design and launch several websites, help negotiate the brand through joint ventures and acquisitions of other practices, as well as consult in an ongoing capacity regarding community outreach. We don’t make a move without them.
Heather Stoll Vice President of External Affairs, Sisters of Charity Health System
Average Client Size in Gross Revenue
Created
Client Relationships
is a mission. Brand is the bridge.”
MIKE
OZAN
Co-Founder + CEO, TWIST Creative
Meet Our Team.
MIKE OZAN, Co-Founder & Chief Executive Officer
Michael co-founded TWIST Creative with his wife Connie, uniting their skills in storytelling and design to challenge mediocrity. Fascinated since childhood by advertising’s power to shape perception, Michael has dedicated his career to empowering education and nonprofit leaders with strategic branding and compelling messaging that drives measurable results. Recognizing how often organizations waste precious marketing dollars on scattered tactics, Michael helped develop TWIST’s innovative model—transparent, performance-driven branding and marketing packages built specifically to deliver clarity, accountability, and meaningful outcomes.
Under Michael’s leadership, TWIST has helped private and faith-based schools grow enrollment, inspired donors through powerful storytelling, and tackled complex community challenges through impactful initiatives. Guided by TWIST’s mantra, “Amplify Good,” Michael ensures every project harnesses the persuasive power of branding for meaningful, lasting change. He leads with enthusiasm and strategic clarity, enabling clients to achieve ambitious goals, deepen community connections, and elevate their impact.
CONNIE OZAN, Co-Founder & Chief Creative Officer
Connie combines timeless design principles with innovative thinking to deliver brands that stand the test of time. As Co-Founder and CCO of TWIST, she has led the creative vision behind more than 200 award-winning brand campaigns, spanning a wide array of education, nonprofit, and corporate clients. Her work has garnered recognition from local, regional, and national organizations and has been featured in prestigious international design annuals like AIGA 365. Mentoring a talented team of designers, Connie champions both creative exploration and meticulous execution, resulting in work that’s not just visually striking but strategically on point. Whether collaborating with clients or inspiring future designers as an adjunct professor at Cleveland State University, she approaches each project with empathy, insight, and uncompromising quality. Connie’s passion for design—and seeing clients succeed—continues to shape the agency’s creative heartbeat.
STEFANIE D’ANGELO, Vice President of Operations
As Vice President of Operations, Stefanie brings to TWIST nearly two decades of administrative experience with an international law firm where she collaborated with executive-level professionals and their clients. Stefanie’s responsibilities include client communication, project scheduling and management, internal organization, and vendor relations. During her time at TWIST, she has become crucial in maintaining client relations, introducing new systems to the organization, and streamlining account management that enables the internal team to efficiently and effectively meet our clients’ goals.
ANDREA BUSKIRK, Account Director
Andrea is a proven and passionate people leader. Her depth of knowledge encompasses client services, project management, and crisis management. She embraces collaboration and creativity, engaging stakeholders in new ways to build brands. As TWIST’s Account Director, Andrea develops trusted relationships and provides strategic and autonomous counsel to clients. Prior to joining TWIST, Andrea was an elementary school teacher in Las Vegas. Ask her about her inspiring journey home to Cleveland.
ADAM ZUCCARO, Director of Client Partnership
Adam Zuccaro is a seasoned marketing and communications leader with over two decades of experience driving strategic client partnerships and creative solutions. As Director of Client Partnership, he leverages deep expertise in advertising leadership, strategic thinking, and collaborative execution to connect client goals with impactful outcomes. Throughout his career, Adam has built and led cross-functional teams, transforming complex challenges into clear, compelling strategies that elevate brands and strengthen client relationships.
RACHEL ZAKE, Account Executive
Rachel Zake is an Account Executive known for her thoughtful client service, sharp organization, and collaborative approach to problem-solving. She helps guide projects from strategy through execution, ensuring teams stay aligned and clients feel supported at every step. With a background that blends communications, psychology, and creative storytelling, Rachel brings both structure and empathy to her work, building strong relationships and delivering solutions that move brands forward
RACHEL TEUSCHER, A ssociate Creative Director
Rachel Teuscher is both a designer, a planner, and an organizer. Her unique ability to understand the project, the deadline, and how to effectively and efficiently reach the goal has provided leadership throughout the agency. She has been with TWIST Creative for almost four years as a graphic designer and design manager. Rachel is a graduate of Columbia College Chicago with a B.A. in graphic design. She has previously worked at the Lyric Opera of Chicago and has studied art and photography at the University of Westminster in London, U.K.
THIAGO WIMBERLY, Associate Creative Director
A Fearless Thinker passionate about all things design, Thiago Wimberly brings his design expertise and energy to every project he touches. Thiago was born and raised in Brazil, is a New Yorker at heart and brings his love for people, art, and pop culture to the agency. He is a problem solver, collaborator and savvy when it comes to staying ahead of all design trends. Thiago prides himself on solving problems in unconventional ways, having fun along the way. He has been with TWIST Creative for almost four years. Thiago studied at Parsons School of Design and is a graduate of the School of Visual Arts, both located in NYC.
Southwest General
Health Campaign by TWIST. Always Here.
“TWIST Creative has provided Southwest General with innovative approaches to marketing in order to increase customer use. They help us rise above the background advertising noise.”
ALBERT MATYAS, VICE PRESIDENT, AMBULATORY OPERATIONS & BUSINESS DEVELOPMENT
In advance of capital improvements to Southwest General’s maternity and destination services, TWIST was charged with reframing the hospital’s brand messaging and building integrated campaigns.
TWIST increased awareness of the Women’s Health Practice amongst women and their influencers within Southwest General Hospital’s target geography and simultaneously built a campaign to connect patients and their loved ones to Oakview the hospital’s behavioral health program.
As a community hospital Southwest is focused on meeting the health needs that are unique to patients within the communities it serves. TWIST conducted consumer research and built personas. Through those conversations with both patients and their care providers we learned that one of the greatest desires of doctors was earlier disclosure of symptoms, yet patients report a lack of comfort with these disclosures.
We put off health concerns because of inconvenience, embarrassment or fear. These barriers to preventive health can be removed by reminding women that at Southwest General you’re among friends.
Scope of Services
• Brand Strategy
• Service Line Marketing Strategy
• Media Research
• Media Plan
• Campaign Concepts
• Campaign Development
• Media Implementation
• Public Relations Execution
• Landing Page Development
• Paid & Organic Digital
Always Here
At a time when patients face so many unknowns in their healthcare journey, we’re a familiar face. With a focus on the needs of the community, we are a quality of life provider. We heal, we treat, we comfort, and we support every patient and every loved one who comes through our doors. Our services are designed to adapt to the health and well-being needs of this moment and what comes next.
swghospital We promise our patients more than a treatment. We’re dedicated to improving the quality of life for our whole community. It’s what we do and it’s all we ever wanted to do.
swghospital Your health journey doesn’t have to be frustrating. At Southwest General, our physicians ensure you feel seen and heard at every stage. We speak your language. We don’t ask you to speak ours. That’s the Southwest General promise.
swghospital Life is 24/7, and so are we. Bee stings, sore throats, or stress; we’re open for anything that gets in life’s way.
twistcreative.com
swghospital
swghospital
swghospital
swghospital Southwest General has been a staple in our community for over 100 years. We might not have home-style cooking or live music, but just like The Oriole Cafe, Southwest General is filled with familiar faces from your neighborhood.
swghospital Quality care never goes out of style. Founded even before rock ‘n’ roll, Southwest General has always adapted to meet the ever-changing needs of our community. Health that’s classic. That’s Southwest General.
swghospital Our team is in your neighborhood. Southwest General is the year-round home of quality healthcare for communities southwest of Cleveland.
swghospital
swghospital
swghospital
Oakview Behavioral Health Center
During COVID-19, the effects of the pandemic were more than anticipated. Many Americans faced behavioral health crises including addiction, depression and anxiety. TWIST partnered with Southwest General to build out a campaign to reach those in Northeast Ohio who were struggling to get help for a disease that many cannot see.
In addition to targeting the person impacted by the disease, TWIST built a campaign to target influencers. Often those closest - family, friends, co-workers, can see the impact of mental health disorders, but are unsure how to best address the situation at hand. That’s where the professionals at Oakview come in — helping to determine what treatment is best.
Maternity & Women’s Health
If the key to early detection, treatment, and diagnosis is disclosure then Southwest General has a unique advantage over competitors. That differentiation is familiarity. As a community health center serving the community for a century, Southwest General is not only known by the audience, it has most likely been a contributor to their life story. If the mission of the Women’s Health Practice is early detection, treatment, and/or maternity services, this is best achieved by leveraging familiarity to lead to comfort. Comfort leads to disclosure; disclosure leads to intervention, which ultimately improves quality of life for the individual, those who depend and love them, and the community.
Measurable Results
20–30% increase in behavioral health inquiries within first 90 days
Tripled engagement on the maternity landing page
Significant increase in OB/GYN appointment requests in target zip codes
Improved brand sentiment among women (ages 25–55) and key family care decision-makers
PURELL
Our Purpose. Others.
“Rather than having PURELL® tell their own product benefits, we utilized the extensive network of fans of the brand, those who use the products day in and day out and are responsible for customers, clients, patients and employees — key decision-makers.”
– MICHAEL OZAN, CEO TWIST CREATIVE
MICHAEL OZAN, CEO TWIST CREATIVE
Prior to 2020, the majority of the marketing that PURELL® focused on was related to their B2B industries: health systems, educational institutions, grocery and convenience stores, acute care facilities and high-traffic spaces. Most marketing efforts were product focused, versus an overall brand campaign. PURELL® partnered with TWIST to develop a B2B campaign with the overall campaign theme of “Peace of Mind,” to increase overall brand awareness and appreciation among their key decision makers in key industries and markets. The goal? Make hand soap and hand sanitizer emotional and remind decision makers that when they select PURELL® that they are selecting the best product in the market.
Using real key decision makers, TWIST developed a strategy that allowed each industry to have a real-life example of how PURELL® has kept employees, customers and patients safe. Using a documentary style approach, TWIST developed an integrated campaign for each of the industries, with an overall content marketing strategy that included: video, social media assets, web and blog content, as well as e-mail marketing specific to each industry.
In addition to the key decision maker campaign, TWIST developed social media assets to increase engagement on social channels, while also sharing statistics, product specific information and the history of the brand.
Scope of Services
• Brand Campaign
• Key Messaging Platform
• 8 KDM PURELL PEACE OF MIND™ Case Studies
• 40+ Social Media Assets
• COVID -19 Strategy & Campaign
There is a root bond that the PURELL ® brand shares with customers.
We share a bond with our customers, like us, they have an instinct to protect others.
This is why the people behind the PURELL® brand will never forget the challenges, both personal and professional, experienced by those charged with the duty of making the unseen but critical decisions that impact the lives and well-being of so many people everyday. For this reason, the PURELL® Brand makes a proven promise of quality to our customers. This promise and the amazing track record of PURELL® products, instills a “Peace of Mind” that is of such significant value to our customers that it often outweighs any barriers to their selection of the PURELL® brand and its products.
During a global pandemic in 2020, PURELL® quickly moved from a company focused on b2b marketing and supply to one that needed to produce product as quickly as possible for consumers, healthcare workers and other essential frontline workers. During the 2020 holiday season, PURELL® partnered with TWIST to remind consumers that in all of the important life moments — no matter how different they may look — PURELL® is there to provide peace of mind and support.
TWIST concepted two spots — with an original goal of producing one spot — in less than three days. Within a few hours, the PURELL® team decided to execute on both spots and the TWIST team went to work. TWIST was able to produce, scout, prepare safety measures and shoot the two spots within three weeks with the first spot being released prior to Thanksgiving. The spots each ran across OTT channels, social media and owned media. Each spot highlighting the importance of family, friendship and safety during a unique situation.
“A Hero Comes Home”
“Community Table”
Peace of Mind™
Our customer is an unsung hero. She turns high stake problems to solutions — every day — often without celebration. She is smart, fast-moving and highly resourceful. She is more than a KDM. She is a Catalyst.
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Chris Kelling, Hudson City Schools
Jo Ann Dipierro, Aultman Hospital
Gabi Yanuzzi, G&M Oil
Jon Wolny, Northside Christian Church
Kathy Golovan, Medical Mutual
Kevin Coveny, Denny's Restaurants
Amy Moore, Veterinary Wellness Clinic
Dr. Stephen H. Parker, Orthodontic Practice
Hudson City Schools
Medical Mutual
Denny’s Restaurants
G&M Oil
Aultman Hospital
Northside Christian Church
SAVING LIVES - PRODUCT (HAND HYGIENE)
SAVING LIVES - PRODUCT (HAND HYGIENE)
PURELL®
PURELL®
Nov. 5 at 2:33pm
Nov. 5 at 2:33pm
Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind #PURELLPeaceofMind
Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind
#PURELLPeaceofMind
(HAND HYGIENE)
(HAND HYGIENE)
PURELL®
Nov. 5 at 2:33pm
Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind #PURELLPeaceofMind
ffice. Train your staff on proper bit.ly/purellpeaceofmind
ce. Train your staff on proper bit.ly/purellpeaceofmind
Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind #PURELLPeaceofMind
Stop the spread of germs in your office. Train your staff on proper bit.ly/purellpeaceofmind
Nov. 5 at 2:33pm
Nov. 5 at 2:33pm
Stop the spread of germs in your hand hygiene. Learn the ten steps: #PURELLPeaceofMind
Stop the spread of germs in your hand hygiene. Learn the ten steps: #PURELLPeaceofMind
Nov. 5 at 2:33pm
Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind #PURELLPeaceofMind
PURELL®
PURELL®
PURELL®
EASE AND SIMPLICITY
EASE AND SIMPLICITY
EASE AND SIMPLICITY - CREDENTIALS
ce. Train your sta bit.ly/purellpeaceofmind Nov. 5 at 2:33pm
Thank Jo Ann, Director of Environmental Services at Autlman Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team next. bit.ly/purellpeaceofmind #PURELLPeaceofMind
Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team
Nov. 5 at 2:33pm PURELL®
Twist Creative Inc.
Nov. 5 at 2:33pm
Thank Jo Ann, Director of Environmental Services at Autlman Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team next. bit.ly/purellpeaceofmind #PURELLPeaceofMind
Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team
Nov. 5 at 2:33pm
Our wi-fi connected dispensers can tell you when they need refillingkeeping your staff healthy and reducing absenteeism. bit.ly/ purellpeaceofmind #PURELLPeaceofMind
Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team
Hospital. She’s the reason that we moved the good-by-date
“We created the category of outcomes based wellness, but as the word became saturated and nebulous in meaning the more challenging our differentiation became.”
– JOSH TAYLOR, DIRECTOR OF MARKETING
JOSH TAYLOR, DIRECTOR OF MARKETING
When not everyone is a winner, everyone can win.
Bravo delivers a game-changing outcomes-based wellness approach to mid-sized corporations that need and want to be aggressive about both the productivity and health of their employees and their bottom line. While Bravo was effectively delivering results with its achievement-based programs, its brand presentation and messaging platform were causing its real quality to be overlooked in favor of louder, more aggressive, but less capable providers.
Decoding customer understanding to improve the sales process.
TWIST rebuilt the brand and its presentation based upon real conversations with customers in three positions. We interviewed HR directors, managers, and C-Suite decision-makers to understand their real needs, perceptions of competitors and perspectives on what makes Bravo the best resource. Utilizing research as a base, we built personas and leveraged their guidance to create campaigns, tactics, and sales approaches focused on defined purchase triggers.
Scope of Services
• Brand Strategy
• Consumer Research
• Customer Personas
• Design
• Logo & Identity
• Naming
• Collateral
• Tagline Development
• Campaign Creation
• Customer Research Segmentation
All Bravo Clients Surveyed
Regardless of position or experience, all individuals in Bravo’s client
“Epudae
Ambitious Amber
Healthcare cost containment is the most prized Bravo’s outcomes based wellness. Professionalism most desirable attributes of the brand.
All Bravo Clients Surveyed
All Bravo Clients Surveyed
Regardless of position or experience, all individuals in Bravo’s client set have more commonalities than differences.
All Bravo Clients Surveyed
Regardless of
Healthcare cost containment is the most prized attribute of Bravo’s outcomes based wellness. Professionalism & trustworthiness are the most desirable attributes of the brand.
Healthcare cost containment is the most prized attribute of Bravo’s outcomes based wellness. Professionalism & trustworthiness most desirable attributes of the brand.
Healthcare cost containment is the most prized attribute of Bravo’s outcomes based wellness. Professionalism & trustworthiness most desirable attributes of the brand.
what matters.
The wellness company that works.
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How do I control costs associated with high risks?
How do I minimize issues preventing my team from performing? How
I decrease health risks in my population?
do I decrease health risks in my population?
programs continues to be a popular topic, Bravo is experiencing unparalleled results across all industries.
Greater than 99% participation each year among 1,700 associates.
Claims trend reduced to 1% increase after two (previous trend was 16%).
PIn year three, 7.6% of participants stopped smoking.
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Proven Results: Average cost savings within the first two years with Bravo. 20% 68% 12%
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Hundreds of companies trust their wellness to Bravo. Learn Why
Tailor Health Promotion Solutions
Activity Programs
Keep employees engaged year-round with a variety of health related activities and challenges.
Health Promotion
Provide the right tools, credible resources, and educational materials to employees at the right time.
Health Assessment
By answering a few simple questions, employees will gain a snap shot of their current health.
Tobacco Cessation
Employees will get the tools, resources, and guidance they need to become smoke-free.
Online Health University
Allow employees to utilize the expertise of health coaches from the comfort of their own home.
Tailor Screening Methods
Scheduled Onsite Screening
Participants well be screened at a designated work location (venipuncture or finger stick).
Walk-in Onsite Screenings
Can be accommodated if participants forget or miss the opportunity to register.
Make-up Screenings
Available to those who were unable to attend the initial event (including newly eligible).
Screening Forms
Employees download form online and schedule an appointment with their healthcare provider then fax in the form.
Remote Screenings
Screener will go to the participant’s home and conduct a screening based on the participant’s availability and needs.
Screening Kits*
You can perform or directly contract for your own screenings with screening kits.
*Only applicable to custom solutions
Sorry. Trophies are for outcomes only. “Wellness”doesn’t work. We do.
When everyone gets a medal, no one wins.
“Wellness”doesn’t work. We do.
the wellness company that works
the wellness company that works
Measurable Results
Prepared brand for acquisition within a two-year timeframe
Bravo was acquired by Medical Mutual in 2019-2020
Sisters of Charity Health System
A True Devotion to Healing
“For more than a decade TWIST has been Sisters of Charity’s Agency Partner, TWIST has helped reposition and reintroduce a hospital to the Cleveland market, re-brand the entire health system, design and launch several websites, help negotiate the brand through joint ventures and acquisitions of other practices, as well as consult in an ongoing capacity regarding community outreach. We don’t make a move without them.”
HEATHER STOLL, VICE PRESIDENT EXTERNAL AFFAIRS, SISTERS OF CHARITY HEALTH SYSTEM
Sisters of Charity Health System is a one-billion-dollar health and human services organization providing services to three markets.
Established in 1982, the Sisters of Charity Health System embodies the altruistic values and philosophy of the Sisters of Charity of St. Augustine (CSA), who sailed from France in 1851 to serve as the first public health nurses in Cleveland, Ohio. Thus began the CSA legacy of responsive ministry, creative stewardship, and an ongoing quest for social justice that has endured for more than 153 years.
While utilizing diverse expertise, the health system provides oversight, leadership, and strategic direction to more than 20 ministries responding to community needs in Canton and Cleveland, Ohio and Columbia, South Carolina. These distinguished organizations include three foundations, five hospitals, two elder-care facilities, and several health or education-related organizations and programs. The health system jointly owns health care facilities and services in Cleveland and Canton with University Hospitals Health System and also jointly sponsors Light of Hearts Villa, a residential care facility in Bedford, Ohio, with the Vincentian Sisters of Charity.
Scope of Services
• Brand Strategy & Identity for Health System
• Sales Process & Strategy for multiple service lines
• Brand Architecture for 6 Hospitals, 3 Foundations and 7 Health and Human Services Outreach Ministries
• Collateral Materials for all Ministries
• Advertising Campaigns for Hospitals (Print & Broadcast Commercials)
• 7 Web Sites
• 3 Annual Reports
Logo Transitions
Brand System - Before Brand System - After
Sisters of Charity Introduction
St Vincent's Center for Bariatric Surgery
St. Vincent is Cleveland’s Downtown Hospital
Providence Hospital
TWIST Health & Wellness Brands.
A BREAKTHROUGH IN THE ADVANCEMENT OF HUMAN HEALTH
PRESENTING THE TOTAL GUT PROBIOTIC
Biohm’s Breakthrough dual action formula combines both good bacteria and good fungi to dissolve plaque and optimize your health.
GOOD BACTERIA IS ONLY HALF THE STORY PRESENTING THE TOTAL GUT PROBIOTIC
Biohm’s Breakthrough dual action formula combines both good bacteria and good fungi to dissolve plaque and optimize your health.
Ohio Health Systems
Patients
FQHC Volunteer
karen abrams associate
Hi, i’m Karen abrams, and i’m an associate Dentist at aspen Dental in syracuse, ny when i left dental school, i wanted a career that would allow me to make more money and do more actual dentistry than i had heard i would in a traditional practice. i also wanted to know i could work my way into an ownership position before i was in my 50s. the more i learned about aspen, the more i knew it was what i was looking for.
a career T
maTcheD
my ambiTion
Twist is that rare partner who not only understands our mission but also has a firm grasp of our culture. They quickly gained an appreciation of our organization from our service delivery to our people. They consistently meet and surpass our expectations; always delivering a unique perspective and a professional product.
