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Jake Rochford

Freed.ai — Creative Exploration

Humanizing clinical AI through motion and visual systems. 2025 • Freed.ai
At Freed.ai, I worked across motion, ad creative, and brand to shape how an AI transcription tool communicates with its clinician audience.

Operating autonomously, I helped define a visual tone that feels both credible and human, scaling across marketing and product.
Direction
My work centered on positioning Freed as a tool that gives time back to clinicians, reducing administrative overhead while preserving the human side of care.

Visually, this meant avoiding overly technical or futuristic cues, and instead focusing on clarity, warmth, humor, and everyday moments inside and outside of the clinical setting.
Visual Language
Freed’s spot illustration system consists of hand-drawn, ballpoint-inspired icons that reference the look and feel of clinician note-taking.

This contrast reinforces the product’s core idea: high-quality, human-centered documentation, even when powered by AI.
Motion
I used motion to amplify story and introduce moments of emotion within an otherwise technical product.

With expressive movement, compositions framing real people, and animated product explainers, motion helped convey the frustrations of legacy EHRs, real customer experiences using Freed, and the humanity behind transcribed EHR notes.
Product & Application
I developed UI explorations and product visuals with a focus on accuracy and simplicity, sharpening existing interfaces without overpromising or abstracting the experience.

Across ads, the work focused on clarity, feature visibility, and ease of use.

Credits

Freed
Nate Eames, Creative Director
Liz Elfman, Copywriter

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Jake Rochford
About

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