Case Study:

As CVR expanded rapidly across the country, the brand grew organically, but not always consistently. Different regions were using different colors, fonts and styles, which led to a fragmented look and mixed messaging. This made it harder for the brand to stand out and be easily recognized.

On top of that, the website and B2B materials no longer reflected CVR’s size, leadership, or clinical credibility. Without a shared design system, internal teams and vendors were working in silos, slowing production and making brand consistency tough to maintain across 100+ locations.

View Website

🤔 The Challenge:

The goal was to create a cohesive, scalable brand system that could support CVR’s nationwide presence. That meant:

  • Defining a modern, credible visual identity aligned with leadership’s vision

  • Bringing all print, digital and motion assets under one consistent brand framework

  • Making creative production faster and more efficient with reusable templates and systems

  • Elevating executive and B2B communications to support growth, partnerships and leadership initiatives

💼 My Role:

I came on as lead designer to own the rebrand and oversee execution across CVR’s entire marketing ecosystem. I worked closely with the CEO, Director of Marketing, internal teams and external agencies to turn business goals into a clear, cohesive visual and storytelling system.

Brand System & Rebrand

  • Led a company-wide rebrand, updating the logo, typography, color palette and overall look and feel

  • Built a scalable brand system and guidelines to unify marketing across 100+ locations

  • Made sure the new identity stood out from competitors while reinforcing trust and medical credibility

Print, Regional & Vendor Execution

  • Rolled out the new brand across a wide range of print materials used in regional markets

  • Worked directly with vendors to ensure the brand was implemented correctly

  • Balanced centralized brand standards with the need for regional flexibility

Website & Digital Experience

  • Partnered with an external agency to refresh the CVR website using the new visual identity

  • Provided creative direction and design assets to keep UX, UI and content aligned

  • Helped modernize the digital experience to better support patient engagement

Executive & B2B Marketing

  • Collaborated directly with executive leadership, including the CEO, on branded B2B presentations

  • Built executive-ready slide systems for partnerships, investor discussions and business development

  • Turned complex business stories into clear, visually compelling narratives

Multichannel Campaigns & Motion

  • Designed and launched campaigns across digital, print and paid media

  • Created motion graphics and video ads tailored to regional markets

  • Kept visual consistency across both static and motion assets

Multichannel Campaigns & Motion

  • Designed and launched campaigns across digital, print and paid media

  • Created motion graphics and video ads tailored to regional markets

  • Kept visual consistency across both static and motion assets

💡 The Solution:

I helped establish a unified and modern brand system across 100+ locations, creating scalable design standards that strengthened consistency and enabled teams to work more efficiently. Through regionally tailored, multichannel creative, I contributed to a 20% increase in campaign engagement. I also improved creative production efficiency by 50% through the development of scalable systems, templates, and streamlined workflows.

Want to see more?

View other case studies

Have questions?

Let's Connect