Healthline: Brand Refresh
Expertise:
Overview:
Healthline Media is the leading health website in the U.S., with 72.9 million monthly visitors. Known for reliable research, diverse perspectives, and compassion, it’s a trusted resource that helps people make healthier choices while continually improving its design to better connect with users.
Outcome:
The project delivered a design system and style guide with templates for graphics, social media, and web visuals, aligning with Healthline’s refreshed brand. This scalable system cut content production time by 20%, improved brand recognition by 15%, received positive feedback, and built user trust with consistent, approachable design.
My Role:
As part of the design team, I worked with designers and photo editors on the editorial team to create visuals that connected with our audience. I contributed ideas that shaped our creative direction and helped develop design guidelines and systems to ensure consistency during a brand refresh.
Credits:
Keith Ciampa, Madeleine Weiss, Ruth Basagoitia, Alexis Lira, Brittany England,
Diego Sabogal, Lauren Park, Anthony Lasala, Monica Pardo
The Process:
We began by auditing existing brand elements and translating them into a cohesive visual system. Through exploration of color, typography, layout, and illustration, we designed with empathy in mind, using warmth, clarity, and consistency to make complex health topics feel more human and approachable. Iterative design and refinement allowed us to build a flexible system that scales seamlessly across digital experiences.
Brand Elements
The Challenge:
Our mission was to transform existing brand elements into a groundbreaking digital healthcare brand and ecosystem by developing an identity rooted in diversity, inclusion, and purpose. The challenge was to create a human-centric, empathetic, and approachable system that could bring warmth and clarity to complex health topics, making conversations around health and wellness feel accessible, supportive, and meaningful.
Photography
Photography played a key role in creating emotional connection and building trust with the audience. To convey authenticity through stock imagery, we curated visuals from Getty, Stocksy, and in-house libraries, prioritizing genuine expressions, natural lighting, and thoughtful compositions. This approach ensured the imagery felt human, relatable, and visually engaging across the brand.
Stock Photography
Application
Photo Collage
Together with the team and managers, I worked on establishing a collage system. Photo collages were a creative way to make unique visuals from stock photos. They allowed us to merge reality with imagination, using real subjects to connect with the audience. These were used for landing pages, articles and social purposes.
Conceptual Collages
Landing Page Collage Mobile & Desktop
Editorial Collage
Application
Illustration
Illustration was used to communicate information in a fun and engaging way through organic shapes and a consistent, intentional color palette. The style felt authentic, trustworthy, and caring, softening complex topics while maintaining visual cohesion. This approach enhanced the overall visual language and strengthened the connection with the audience.
Conceptual Collages
Key Art Desktop
Application
Key Art Mobile
Social
The team created a tailored social media strategy for Healthline, designing engaging graphics and templates to drive brand consistency and enhance audience interaction. Through vibrant, relatable visuals and community-driven content, the approach built a strong, supportive presence with the audience.
Illustrations for Social
Photo/Collage for Social
