Project Impact
I contributed to CVS Health's transformation from retail pharmacy to comprehensive healthcare provider during a pivotal period—helping shape the visual identity of HealthHUB locations and the ExtraBucks Rewards reboot that reached 74 million members. The work supported CVS's broader mission to make healthcare more accessible and convenient, positioning the company as a trusted health partner to over 100 million customers.
Role
Lead Creative
Industry
Pharmacy & Health
Challenge
CVS Health was navigating a massive transformation following its Aetna acquisition, expanding into full-service healthcare while managing the pandemic's unprecedented demands. The company needed to communicate this evolution across hundreds of new HealthHUB locations and refresh a 20-year-old loyalty program—all while maintaining brand consistency across thousands of touchpoints and keeping pace with rapidly changing customer needs during COVID-19
Approach
As Multimedia Designer on the Pharmacy and Health Services Ideation team, I created integrated marketing campaigns and digital media across multiple platforms. I developed campaign visuals for the HealthHUB rollout, designed in-store signage and wayfinding for the new healthcare format, produced digital ads and email campaigns, created educational materials about chronic care services, and supported promotional materials for the ExtraBucks Rewards reboot. Working across the Loyalty and Promotions Creative Team, I helped ensure visual consistency as CVS opened 650 HealthHUB locations in 2020 and launched the first major changes to ExtraBucks in two decades.
Result
Visual systems that supported the rollout of 650 HealthHUB locations, each dedicating 20% of retail space to expanded healthcare services.
Design work that contributed to meaningfully higher customer satisfaction in HealthHUB locations compared to traditional stores.
Campaign materials for the ExtraBucks Rewards transformation, which shifted from quarterly payouts to instant rewards for 74 million members.
Integrated marketing that helped position CVS as a healthcare destination during a critical expansion period and global health crisis.
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