CVS Healthspire is CVS Health’s new health services segment, designed to reflect the breadth of care and solutions offered across the enterprise. The visual identity—anchored by the logo developed by Lippincott — builds on the trust of CVS Health while establishing a distinct and empathetic brand. The look and feel is rooted in simplified geometric forms that express core brand characteristics: uplifting, empathetic, and compassionate. Our team codified a complete identity system and developed an extensive playbook for enterprise-wide implementation.

My role — as the lead designer on CVS Healthspire, I expanded and evolved the selected direction, which was originally based on my design exploration, into a fully realized identity system. As part of the brand team, I helped shape the color strategy, refined and systematized the pattern library, created real-world exhibits, and drafted preliminary playbook copy. I worked closely with creative leadership, strategists, and external agency partners to ensure the final playbook felt cohesive, intuitive, and elevated.