As brand manager, art director, and lead designer, I led a comprehensive brand refresh that included redefining the organization’s mission, values, and brand pillars. I developed a new visual identity system that brought clarity, cohesion, and flexibility across all centers, in addition to creating core brand assets.
Purpose:
Refresh the core brand and build a strategy that solidifies national and global recognition
Brand Strategy, Management, and Art Direction
All photography by Derek Lamar
Developing a mission-driven institute that empowers its experts and cements O’Neill’s reputation as a global leader in health policy.
Brand Development
Updated and refined the institute’s mission, vision, and values to strengthen its identity and guide strategic direction.
Mission
We harness the power of law and policy to promote health, justice, and equity in the United States and worldwide. Through research, advocacy, education, and partnerships, we work to build fairer systems, uphold human rights, and protect the health of all communities.
Vision
A world where law and policy are trusted tools for achieving health equity, justice, and dignity for every person, everywhere.
Values
Justice, Equity, Humility, and Rigor
Audience
Our customers need help translating the biggest issues in health law and policy in order to do good reporting (journalists), and make good policy (policymakers).
Brand Tagline
Advancing health, equity, and justice through law and policy.
Brand Voice
Clear
We communicate with simplicity and precision so our messages are easy to understand.
Do
Use plain language, concise structure, and active voice.
Don't
Use jargon, vague language, or overly complex explanations.
Credible
Our voice reflects authority, accuracy, and trust rooted in expertise.
Back up claims with facts, cite reputable sources, and be transparent.
Overstate, exaggerate, or use language that sounds biased or speculative.
Collaborative
Our experts engage with diverse perspectives and work across disciplines with respect and inclusivity.
Acknowledge different viewpoints, foster dialogue, and emphasize partnerships.
Speak in a top-down tone, exclude voices, or assume one-size-fits-all solutions.
Brand Architecture
To address the complexity of the institute's position within Georgetown University, the guide included dedicated pages on brand architecture. These outlined not only O'Neill's identity but also guidelines for partnerships and the creation of sub-brands within the institute.
Brand Templates
Templates across all platforms were created. Focusing on simplifying and unifying all of the different publications across the Institute.
Center Templates
Each Center operates under the main O’Neill brand but develops its own sub-brand with unique colors and logos, supported by templates to ensure consistency.
Event Branding
Event materials were redesigned and thoughtfully curated to showcase the refreshed brand.
