Healthworx Brand Development

The Healthworx brand was originally designed by external agency PlanIt. When it was brought in-house, we took the opportunity to do more than just replicate it. We audited what was working, identified what wasn't, and introduced a set of guidelines to make the brand feel more refined and consistent. Healthworx is the innovation and investment arm of CareFirst, partnering with organizations to navigate the healthcare ecosystem to drive new insights, foster an entrepreneurial culture within healthcare and improve access to affordable and equitable care.

Goals: Establish a clear, in-house brand standard for Healthworx that could be applied consistently across all materials, while elevating the overall look and feel of the brand.

Strategy: I worked within the existing brand and introduced structure where it was lacking. That meant tightening the typography rules, refining the color palette, adjusting the iconography and building a library of 150+ icons, and introducing cleaner layout guidelines. One of the most impactful changes was limiting the use of gradients, which gave the brand a more polished, sophisticated feel. The result was both a brand guidelines document, giving the team a clear, cohesive foundation to work from.