Resident Reach

I art directed and designed a fresh brand identity — including a logo, color palette, typography system, photography style, and icons — for a mobile and web app. Our challenge was creating a modern system that appealed to the anesthesiology resident demographic (24-30 years old), yet remained within the infrastructure of the more traditional parent ABA brand. Key strategic decisions included utilizing green as the key sub-brand color to communicate the concept of connecting to the younger, "greener" residents (before they becoming fully board-certified, signified by the ABA's hero blue color). I also led the art direction of the UI design for this project. This project is currently in progress.