Building and Scaling a Cohesive Brand System Across a Patient Support Ecosystem
Your Catalyst Pathways needed an identity that differentiated its high level of patient support, and reflected the warmth, care, and human connection at the center of that experience.
Role: Creative Direction
Scope: Visual identity, design system, website, and patient support materials
Responsibility: Led look and feel development and directed execution across digital and physical touchpoints, establishing and maintaining a cohesive brand system from concept through rollout
Concept & Direction
I developed a visual direction centered on clarity, warmth, and approachability—bringing a more human tone to the brand while maintaining credibility. The goal was not just to refresh the look, but to build a flexible system that could support a range of content types and user interactions. This included defining typography, color, imagery, and layout principles that could scale across both digital and physical formats. Throughout, I focused on creating a balance between structure and expression—ensuring the system could support complex information while still feeling cohesive and accessible.
Brand System
I led the development of a comprehensive design system that could extend across all touchpoints, including website, educational materials, and ongoing patient communications. The system was designed to maintain consistency across a wide range of formats, support clear, structured communication, and reinforce a sense of care and approachability. I remained closely involved throughout development and rollout, reviewing and directing work to ensure the system was applied consistently and maintained a high visual standard.
Digital Experience
The website served as a central touchpoint for patient engagement, requiring a design that supported both usability and emotional clarity. I worked in close collaboration with UX and strategy teams to ensure the visual system aligned with user needs, guiding how the brand translated across navigation, content structure, and key user flows. My role was to ensure the experience remained cohesive from first interaction through deeper engagement—balancing clarity, accessibility, and brand expression throughout.