ExtraCare
Loyalty Program

CVS Health

2023

CVS Health consolidated its multiple loyalty programs into two tiers: ExtraCare (free) and ExtraCare Plus (paid), creating a simpler more unified system. The brand design team developed a flexible identity system from the ground up — creating logos, typography, color palettes, and visual elements that clearly differentiate the tiers while maintaining alignment with CVS Health’s broader enterprise brand. We codified the system in a comprehensive set of brand guidelines and partnered with teams across marketing, product, and design to ensure consistent rollout across packaging, in-store signage, digital experiences, and marketing collateral.

My role — I contributed to both the early design exploration and systemization of ExtraCare Plus, helping develop the foundational pattern language, supergraphic treatments, and core visual logic that ultimately informed the final identity. I supported the buildout of brand guidelines for both tiers, developing exhibit layouts and drafting preliminary copy to guide brand storytelling, in-close collaboration with our in-house writer.

Click here for the full guidelines.

Playbook Excerpts — ExtraCare
The secondary gradients extend the core palette and allow for more visual flexibility across campaign and evergreen moments. These are used to build tone and variation within the ExtraCare system.

Playbook Excerpts — ExtraCare
The ExtraCare pattern repeats the logo vertically and uses the brand gradient palette. Gradients can be used in full color or tone-on-tone for more subtle layouts.

Playbook Excerpts — ExtraCare
CVS Health Red is bold and attention-grabbing, so it should be used strategically in digital and print layouts — striking enough to draw attention without overwhelming the experience.

Early system exploration led by me — established the black and white palette, custom patterns, and supergraphic style that laid the foundation for ExtraCare Plus. This foundation was later evolved and merged with a teammate’s color work to explore a more vibrant gradient exploration — helping define the visual tone before the tiers were fully differentiated.

Playbook Excerpts — ExtraCare Plus
A real-world layout exploration showing how the brand’s typography, logos, and color hierarchy work together in context.

Playbook Excerpts — ExtraCare Plus
A flexible headline system adds voice and emotion to everyday touchpoints — highlighting benefits with phrases like “a little extra joy”, or “a little extra savings" to keep messaging personal and adaptable.

Playbook Excerpts — ExtraCare Plus
This supergraphic style uses the plus symbol in irregular, floating arrangements across lifestyle photography to highlight key subjects, add energy, and create flexible, visually engaging compositions.