The CVS Health brand team was tasked with developing a new visual identity for CVS Flex Benefits, formerly known as OTC Health Solutions. The rebrand aimed to better reflect the offering’s flexible, member-focused approach to everyday health needs while aligning more clearly with the CVS Health masterbrand. Our work included naming refinement, logo development, color strategy, and brand system design. The result is a visual identity that feels both accessible and empowering — emphasizing simplicity, flexibility, and care. Click here for the full guidelines.