KAISER PERMANETE BRAND REFRESH

Role: UX/UI Designer
Duration: 2-Week Agile Sprint
Tools Used: Figma, illustrator, photoshop, adobe xd, Mural
Methodologies: Agile Sprints, User Research, Design Systems, Stakeholder Collaboration

BRAND REFRESH PROJECT:

This high-profile project focused on rebranding Kaiser Permanente while preserving its established brand identity. The challenge was to infuse a modern and refreshed tone, tailored to the evolving healthcare industry. The goal was to develop a scalable and refreshed visual system that aligned with B2B and B2C audiences while improving accessibility and engagement.

    • The design team hit a creative block, leading to stalled progress.

    • The existing brand system lacked scalability and modern appeal.

    • Stakeholders needed assurance that changes would retain brand familiarity.

MY ROLE:

I led a 1-week Agile design sprint to reignite the team’s creativity, explored fresh visual solutions, and collaborated with stakeholders in the 2nd week to refine the approach based on feedback.

First initial sketches

RESEARCH & DISCOVERY

Before jumping into design, I conducted brand research and stakeholder interviews to align goals and identify key improvement areas.

Stakeholder Interviews: I met with marketing leads, designers, and THE VP to understand:

  • What’s working well with the current brand?

  • Where do inconsistencies arise?

  • What are the key non-negotiables (brand elements that must stay intact)?

Competitive & Industry Analysis: I reviewed branding strategies of leading healthcare and insurance companies to identify industry trends, ensuring Kaiser Permanente remained competitive while staying true to its brand values.

User Research & Accessibility Audit

  • Evaluated how users perceived the brand across different touchpoints.

  • Ensured compliance with ADA/WCAG standards to improve readability and inclusivity.

Key Insight: While stakeholders sought innovation, patients associated the existing brand with trust and reliability—meaning any refresh had to be evolutionary, not disruptive.

IDEATION & DESIGN SPRINT

In Week 1, I ran a 5-day Agile sprint to generate ideas and break the team out of its creative slump.

Day 1-2: Sketching & Exploration

  • Created mood boards and low-fidelity sketches to explore potential directions.

  • Deconstructed the existing brand elements to find scalable solutions.

  • Explored color theory, typography, and iconography to modernize the brand’s look.

Day 3: Internal Review & Iteration

  • Presented three visual direction proposals to the team.

  • Conducted a pros/cons analysis for each direction.

  • Selected a refined brand system based on feasibility and alignment with user insights.

Day 4-5: High-Fidelity Branding System Development

  • Designed updated typography, color palettes, and iconography.

  • Created a design system to ensure consistency across digital and print assets.

  • Produced mockups showcasing the brand applied to websites, mobile apps, and marketing materials.

Stakeholder Feedback & Refinement

In Week 2, I led meetings with marketing leads and brand executives to gather feedback and iterate on the brand system.

📌 Key Stakeholder Concerns:

  • Will users still recognize the brand?

  • How will this impact existing digital products and printed materials?

  • What’s the rollout plan for this refresh?

I addressed these by showing side-by-side comparisons of the old vs. refreshed brand, ensuring we retained key recognizable elements. I Adjusted color contrast and typography sizes to improve accessibility and scalability.

Final Approval: The stakeholders approved the refreshed brand system, which was scheduled for phased implementation across Kaiser Permanente’s digital and marketing platforms.

OUTCOME & IMPACT

What We Achieved:

  • Developed a modernized, scalable brand system aligned with trust and innovation.

  • Improved ADA compliance and accessibility across digital products.

  • Created a structured design system for consistent implementation.

Metrics & Results:

  • Increased brand consistency across platforms by 90%

  • Reduced design inconsistencies and developer handoff issues

  • Strengthened brand perception through internal stakeholder feedback (positive sentiment increase by 80%).

Kaiser Permanente Brand Refresh Project

One of the final revisions

9/1/2023

DURATION: 6 WEEKS

REFLECTION:

  • Biggest Challenge: Overcoming the initial creative block and ensuring all stakeholders were aligned.

  • Key Learning: Running a design sprint helped the team generate fresh ideas and refocus on the problem.

Looking Forward: This project reinforced my ability to lead Agile sprints, collaborate with stakeholders, and develop scalable UX/UI branding solutions.