CVS ExtraCare
Brand Identity System

CVS Health

2023

Role
Brand Designer

Overview
CVS Health consolidated multiple loyalty programs into a unified two-tier system: ExtraCare (free) and ExtraCare Plus (paid). The brand team developed a flexible identity system that differentiated the tiers while remaining aligned with the CVS enterprise brand.

Contribution
Led the visual exploration for the ExtraCare Plus tier, developing the initial pattern language, supergraphic system, and graphic logic that informed the final identity. Contributed to the buildout of brand guidelines used across marketing, digital, and retail communications.

Impact
Helped establish a scalable visual system and guidelines used across CVS marketing, digital, and retail environments.

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.