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Illustration
Brand System
Social & Illustration System
A custom illustration system that made a healthcare brand feel human, for the communities that needed it most.
Year
2025
Client
Humana - CenterWell • Conviva
Industry
Healthcare
Roles
Lead Designer
Credits
Creative Strategists: Audrey Fox, Christina Searcy, Madeline Seelhammer, Sarah Hamilton, Stephanie Mertes
Copywriters: Lindsay Rush, Sarah Kiino
Client
Humana’s Primary Care Organization, operating under the CenterWell and Conviva brands, needed a consistent visual presence that could connect authentically with a senior, multicultural audience across owned and paid channels.
Challenge
Generic stock photography wasn’t converting, and it wasn’t representing. The brand needed culturally specific content for moments like Diwali, Lunar New Year, and Hispanic Heritage Month, with no custom photography budget and a senior audience that could tell the difference.
Opportunity
How might we build a scalable illustration system that lets a healthcare brand show up authentically, for every community, on every channel?
Key Decisions
Illustration over stock
Stock couldn’t represent niche cultural moments without looking tokenizing. Custom illustration gave full control over specificity, warmth, and accuracy, and created a reusable visual language the brand could build on.
System-first, not asset-first
Instead of one-off illustrations per post, built a modular character and icon library. Every new cultural moment could be designed faster, and look like it belonged in the same world.
ADA alignment built in
Color decisions were calibrated for accessibility from the start, not retrofitted. This kept the work compliant without fighting the visual identity.
Whimsical seasonal frameworks
For holiday moments like Halloween, built reusable frameworks that prevented off-brand creative from slipping through, keeping the tone warm and consistent without micromanaging every execution.
Outcome
By replacing generic stock with a system built for cultural specificity, the brand moved from content that performed adequately to content that drove direct patient acquisition, and left the team with a visual language they still run with.
“This work isn’t just functional, it helped build an identity. I helped define what Humana’s care brands look, feel, and connect like across the communities they serve.”