A New Health-Centered Voice

In 2014, CVS Caremark announced itself the first pharmacy to take tobacco away from its stores, potentially losing billions in sales to stand by its ideals of guiding people on the path to better health. While at Siegel+Gale, we created an extensive and living brand guideline to establish their new voice and repositioning.


My main role included creating approachable and health-centered illustrations, iconography, and major visual graphics for the rebrand style guide. In 2015, the company won PR Week's Corporate Branding Campaign of the Year. 


A large part of the rebrand is utilizing iconography as both major graphic visuals and UX/UI elements and guides for their pharmacy app and website. Icons and imagery are always medicine and wellness centered, built from the same grid system to keep consistency. More than 200 icons were created.


Department Graphics

The Iconography gave cue to many other visual assets outside digital applications. We created wall graphics, signage, installations, and merchandise all inspired by the extensive icon collection. They were also used to create graphics that indicate CVS's major departments and divisions, composing illustrations within the new caremark. 


Designer & Illustrator: Lauren Lee
Design Director: Krista Oraa
Agency: Siegel+Gale