I led the full rebrand of AmeriHealth, starting with defining four key brand pillars that shaped everything we did. We wanted our customers to feel empowered—like they had the agency to get things done. We made sure everything was simple and easy to understand, because clarity builds trust. We focused on humanity, making sure people felt like they were working with real humans who genuinely care about them and their business. And we prioritized accessibility, so whether someone needed help through tech or a person, they could get answers fast.
From there, we built a design system that brought those ideas to life—everything from typography and imagery to how headlines were written was crafted to reflect those pillars.