My client, Virginia Cancer Specialists, needed to take their brand guidelines from a single page document, to a full-fledged brand book to help define their future as a leader in cancer care.
I tweaked the logo, providing a more polished primary mark as well as providing alternates for various placements.
I developed the brand guidelines, which established a more defined and cohesive visual system. This included setting clear rules for typography, hierarchy, ADA compliancy, photography style, and a thoughtful color palette that balanced professionalism with warmth. The guidelines gave their team consistency across all touchpoints, ensuring every piece of creative, whether digital or print, aligned with the same polished identity.
I also created a series of brochures and fliers to help with their brand overall. The goal was to move away from outdated layouts and create a refreshed look that felt modern, approachable, and hopeful. These brochures focused on clean typography, uplifting imagery, and strong visual organization, giving patients and their families an easy way to understand complex information while also feeling supported by the brand.
