Health Action Alliance

HAA scaled incredibly fast during 2020, as they helped business leaders strengthen their response to the COVID-19 pandemic, and then quickly expanded into broader workplace health: HIV, climate, women’s health, migraine, and more. Because the organization had to evolve in real time, the brand grew in a reactive way: new verticals were added quickly, visual styles changed from project to project, and accessibility standards weren’t applied consistently.

I was originally brought on to provide design support on a contract basis, but it became clear almost immediately that this mission-driven organization was doing high-impact work without a cohesive brand system behind it. After digging into their materials, I pitched a full rebrand to leadership—along with a long-term vision for how the brand could scale with the organization’s rapid growth. They offered me the Design Director role to lead that effort.

I began by interviewing leadership to understand the organization’s goals, challenges, and where the existing brand was holding them back. I also audited their materials to identify accessibility gaps and structural weaknesses.

From there, I built a unified umbrella brand for HAA and a flexible system of sub-brands—designed to work together, but strong enough to stand on their own. Once the foundation was in place, I created a large library of templates, tools, and automations so their smaller sized team could produce a high volume of content quickly and consistently, especially during breaking public-health moments.

The result is a brand system that finally matches the scale and ambition of HAA’s work — cohesive, accessible, and built to grow.