Department
Branding
Branding
Company
Kaiser Permanente
Role
Creative Direction, Design, Production
Timeline
6 months
A visual system that
adapts and unites
I developed the department branding for Kaiser Permanente’s Garfield Innovation Group, a six-month initiative aimed at giving the team a distinctive and cohesive visual presence within the organization. The work was designed for internal audiences, collaborators, and leadership, with the goal of clearly communicating the group’s identity while supporting a wide variety of individual projects. To achieve this, I created a flexible system that combined a custom alphabet font family with a repeating hexagon container motif, allowing colors, imagery, and layouts to adapt while maintaining overall cohesion. My role encompassed creative direction, design, and production—shaping the visual language, guiding its application, and ensuring consistency across all materials. The result was a department brand that balanced consistency with creative flexibility, elevated the team’s visibility, and established a recognizable identity for the Garfield Innovation Group within Kaiser Permanente.
Project Concept
Visualizing the Phases of Innovation
The hexagon design system unified Garfield Innovation Group projects while giving each its own identity. Chosen for its structural strength and scientific resonance, the hexagon evolves with a project—from a cube framing early ideas, to triangular planes during research, a focused lens in synthesis, and finally a multi-faceted form at conclusion—reflecting clarity and complexity. Layered photography, color overlays, and connecting lines reinforce movement, insight, and vision. Rather than branding the group, this system creates a flexible, elegant, and future-facing visual language that accelerates communication while staying fully aligned with Kaiser Permanente’s brand guidelines for internal departments.
