Brand Refresh

Crafting a brand as dynamic
as the people it serves

I was invited to join a select, cross-organizational creative team for Kaiser Permanente’s Corporate Brand Refresh Exploration, a six-month initiative to reimagine the future of the corporate brand. The work was designed for one of the nation’s leading healthcare organizations, with the goal of evolving a trusted, well-established identity into something modern, cohesive, and scalable—while authentically reflecting the diversity of its more than 12 million members. As a senior contributor, I helped shape the creative direction, define the refreshed visual language, and guide how the identity could communicate the organization’s vision and values. My role spanned both design and production, bridging concept development with execution. The exploration ultimately delivered a comprehensive set of visual and strategic pathways that laid the groundwork for the brand’s next chapter, earning strong feedback from leadership and establishing a new model for collaborative brand evolution at Kaiser Permanente.