RWJ Barnabas

This project was completed as part of my Master's in Design & Innovation at California State University, Northridge. Working with RWJ Barnabas Health as a hypothetical client, I developed a comprehensive brand guidelines system designed to unify a complex academic health network across every patient touchpoint, from digital advertising to hospital wayfinding. The work explores how brand strategy and design systems can function as a system for guiding care, when a patient is scared, confused, or navigating an unfamiliar system, consistency isn't just an aesthetic choice, it's an act of compassion. Every decision, from the butterfly logomark symbolizing the union of doctor and patient, to the photography direction emphasizing warmth against a cooler color palette, was made in service of one question: does this make the patient feel seen?