Creative Memories Rebranding
Bring the newly rebranded Creative Memories identity to life across every brand touchpoint, honoring the brand’s legacy while inspiring a modern, creative audience. I partnered with their team as acting Creative Director, translating the updated brand guidelines into a living, breathing brand experience. I set the vision for how the new brand would come to life and personally designed and produced all of the creative work showcasing it, leading execution across design, photography and video direction, illustration, UX/UI design, animation, and packaging.
My Role : Creative Director, Art Director, Designer. This is 100% me.
storyboards
VO: "As the original memory-keeper, Creative Memories is the brand that transformed the art of scrapbooking and what it means to assemble and craft life’s most treasured moments."
Direction: Elements, photo, stickers pop in one by one, build up, layer. Stickers wiggle. Headline changes when bolded statements are spoken. Movement is fun and energetic.
VO: "Today it’s the brand that equips all of us with the tools and inspiration to to externalize our past, "
Direction: Previous page pops out randomly and elements here slide and pop into place, building this composition with photos, logos, and videos.
VO: "capture the present, and manifest the future."
Direction: Photos, logos, and videos swap out as copy changes when bolded statements are spoken.
VO: "It’s sensory, tactile, and proudly analog. It’s adhesive, layered, and embellished.
Direction: Previous page pops out randomly and elements here slide and pop into place, building the composition. Headline changes when bolded statements are spoken.
VO: "It’s rich with texture, color, and community."
Direction: Previous page pops out randomly and elements here slide and pop into place, building the composition. Headline changes when bolded statements are spoken.
VO: "It’s a toolkit to create; a space for our visions;"
Direction: Previous composition pops and slides out energetically, centered type appears. Type swaps out when bolded statements are spoken.
VO: "and a portal to our legacies."
Visual Direction: CM mark graphic comes in, revealing graphic with still images.
Visual Direction: Icon graphic zooms out and images within it fade away, revealing the one-color mark, centered and simple on the page for only a moment.
VO: "Creative Memories. Life if yours to craft."
Visual Direction: Icon zooms in revealing the logo and tagline appear when spoken.
the pages
seasonal icons
photography/videography
emails
packaging
apron / more merch?
taglines
social
print?
Existing Logo
New Logo
The evolution of the logo
The new logo evolves UnitedHealthcare’s iconic "U" form into a symbol of transformation, subtly incorporating a leaf shape to evoke growth, well-being, and a connection to nature. This leaf detail is intentionally understated, inviting an emotional resonance within the healthcare space without being overly literal. The sharp edges of the previous logo’s mark and typography have been softened into a design that feels simple, modern, and inviting, embodying an almost elementary clarity. The new color palette introduces evolving shades of teal and green, vibrant and calming tones that reinforce the brand’s organic focus on care and approachability while maintaining its strong recognition and identity.
Visual Descriptors
Friendly
Comfortable
Personable
Organic
Confident
A fresh take on the website
The redesigned website moves away from sterile and traditional design, bringing in a fresh, clean energy. Candid, sincere lifestyle portraits highlight diversity within communities, stepping away from the generic stock photography commonly used in healthcare. The logo mark becomes a larger design element, without having to fully reveal itself.
The user experience is streamlined for simplicity, making the site easy to navigate for all demographics. Despite the wealth of information, the flow feels approachable and friendly. A prominent guided selling module on the homepage ensures users can quickly find the plans they need.
Visual Descriptors
Guided
Clean
Organized
Diverse
Lively
Steamlined
An intuitive mobile app
The redesigned mobile app focuses on simplicity, contrast, and user psychology to create a more pleasant experience. The clean, intuitive layout makes navigation effortless. The updated color palette helps organize information, highlight key details, and prompts users toward the actions they need to take. The overall user experience is both engaging and easy to navigate.
Bringing energy to print
Print materials are crucial for this brand, as the majority of information is still delivered through this medium. Ensuring the new design works seamlessly across these materials is essential. Color plays a key role in creating a clean, organized flow, guiding the reader’s attention to important details. From business cards and employee badges to brand guide covers, each piece maintains a unified, cohesive look that reinforces the overall identity. The vibrant, functional design makes every touchpoint feel fresh, approachable, and easy to navigate.
Visual Descriptors
Cohesive
Elevated
Functional
Refreshing
Signage
Out-of-home advertising brings the brand to life in the wild. Candid, lifestyle photography shines here, capturing genuine, unposed moments and celebrating diversity. The messaging is clear and concise, designed for quick readability while ensuring the brand messaging resonates with viewers.
Visual Descriptors
Concise
Relatable
Impactful
Diverse
