I developed the full brand identity system: colour palette, typography, iconography, photography direction, and a comprehensive suite of brand guidelines that ensured Aetna PX could scale consistently across digital, print, and internal communications. The visual system was built to feel warm and human without losing the authority of the parent brand. From that foundation, I also led the motion design and production of a brand film introducing PatientForward, Aetna's AI-powered learning platform for providers, bringing the Essential Care direction to life in motion, in a tone that is warm, clear, and built to earn trust rather than impress.

As Senior Designer at Cummins & Partners, I led the creation of Aetna PX — a sub-brand built for Aetna's Provider Experience team, designed to live alongside the main Aetna enterprise brand while carving out its own distinct visual identity.

The brief was to develop a brand that could help providers navigate a complex healthcare system with clarity and confidence. The creative direction, Essential Care, stripped everything back to what matters: transparency, trust, and meaningful progress. No frills, no flourish, just a visual language honest enough to earn the trust of time-poor, care-first providers.

2025
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Brand Design
Art Direction
Visual Identity System
Photography Direction
Digital