In 2020, I designed and laid out the brand guidelines manual for Healthworx, the innovation and investment arm of CareFirst BlueCross BlueShield. I partnered with a copywriter to shape a distinct tone of voice for the brand and develop messaging and boilerplate copy tailored for specific use cases—including job listings, email communications, and social media.

Spanning 37 pages, the manual provides a comprehensive roadmap for how the Healthworx brand should be expressed visually and verbally. It covers everything from brand essence, value proposition, and voice attributes to logo usage, color palette, gradient applications, typography, iconography, illustration style, patterns, and photography guidelines. The result is a detailed, cohesive guide designed to help internal teams and external partners create consistent, bold, and thoughtful brand experiences across every platform and touchpoint.