Healthworx Brand Development
Overview: Healthworx is CareFirst’s innovation and investment arm, partnering with organizations to drive healthcare innovation. When the agency-created brand transitioned in-house, we saw an opportunity to evolve the identity and create a stronger brand experience. We saw an opportunity to evolve the identity beyond the original guidelines, which lacked the structure and detail needed for a strong brand experience.
Approach: I audited the existing brand system, identified gaps, and developed comprehensive standards to strengthen the brand foundation. I refined typography, color, iconography, and layout principles while building a library of more than 150 icons to create a cohesive visual language. I also introduced clearer guidelines and reusable templates to make the brand easier for designers, partners, and cross-functional teams to apply consistently.
Result: The updated brand system transformed a loosely defined agency identity into a polished, scalable design system. Comprehensive guidelines, reusable templates, and a centralized icon library gave designers, external partners, and cross-functional teams the tools needed to create consistent, high-quality work while maintaining brand integrity across touchpoints.
