Brand Strategy & System Design

As part of my Master’s program, I developed a conceptual rebrand for RWJBarnabas Health to examine how brand strategy can strengthen alignment, differentiation, and patient trust across a complex healthcare network. Large health systems often articulate strong values at the corporate level, yet struggle to express them consistently across hospitals, service lines, and patient touchpoints. This project focused on modernizing the brand foundation and creating a scalable identity system that could clarify positioning, reinforce credibility, and create cohesion across physical and digital environments.

The outcome was a strategic brand framework and modular identity system designed to function as operational infrastructure—not just visual expression. By aligning positioning, messaging, visual language, and experience touchpoints, the concept demonstrates how brand can reduce fragmentation, strengthen trust, and improve consistency at scale. The work reflects my broader belief that brand strategy is most valuable when it drives organizational alignment and shapes measurable experience outcomes, not just perception.

What I Did:

• Brand Values

• Brand Voice & Tone

• Customer Journey Map

• Brand Personas

• Logo Design

• Visual Identity

• Verbal Identity

• Brand Guidelines

• Brand Expression Examples