A design system is only as good as the story it tells about itself. If the people who are supposed to use it don't understand it, believe in it or feel proud to work within it — it doesn't matter how well it's built. That insight drove every decision I made on Motif.
Anthem brought me in as a Senior Visual Designer. What they got was something closer to a brand strategist who could also build the thing. I conceived the brand identity and strategic narrative for Motif — Anthem's enterprise design system — then built the MVP from user flows and competitive analysis through to a fully designed internal responsive site that gave the global team a shared visual language and a place to call home. Motif wasn't just a toolkit. It was a cultural artifact. A signal that Anthem was becoming a digital product company, not just a health insurance provider.
That work opened doors to other high-stakes opportunities within the organization — the Anthem Innovation Studio, a blockchain-based mobile health app, the Covid-19 response site, and the Digital Data Sandbox for Anthem AI. Each one a different medium. The same underlying question: what does this audience need to understand, feel or do — and what's the clearest path to get them there.
Mapped a user flow, conducted competitive analysis, built a brand, created design patterns and guidelines, designed a mobile responsive internal site to unite the global team.
Partnered with the Anthem Innovation Lab to create a prototype for an app paired with a bluetooth blood pressure device that would allow caregivers to monitor patient blood pressure remotely.
Based on the concept of being loyal to your personal health, this visual design exploration imagined what it might be like for Anthem to create its own wellness experience.