Challenge

CDC’s visual identity had become inconsistent across its 12+ centers, with pandemic-era urgency accelerating fragmentation. Logos were misused, templates were outdated, and communications lacked cohesion at a time when clarity and trust were critical.

The objective was not a rebrand, but a system-level modernization—restoring consistency, improving accessibility, and enabling scalable adoption across the enterprise.

Strategy & Process

Our team began with a comprehensive audit across web, print, social, and presentation assets. External benchmarking across healthcare, education, government, and technology informed the modernization approach.

We focused on building a flexible, enduring system—refining typography, color, and layout foundations while validating accessibility and securing alignment across senior leadership and center stakeholders.

We then developed a scalable template ecosystem across Adobe Express, reports, fact sheets, social, and presentations—designed for both designers and non-design staff.

The final phase included rebuilding the CDC Brand Hub, improving documentation, asset access, and governance to support enterprise-wide adoption.

Impact

The refreshed system launched to more than 10,000 staff and quickly became CDC’s central design foundation. Within the first month, hundreds of templates were adopted across more than 20 divisions, including emergency response teams and national campaigns.

The introduction of Adobe Express templates significantly increased speed and accessibility, enabling teams to create branded assets more efficiently while maintaining consistency.

The result was improved operational efficiency and strengthened visual trust during a critical period for public health communication.

My Role

As Creative Director, I co-led the initiative, shaping the visual system, aligning stakeholders across centers, and guiding both creative direction and rollout strategy to ensure adoption at scale.

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