USANA Foundation
Launched: Summer 2019 / Customer: USANA Foundation
My Skills: Art Direction | Visual Storytelling | Marketing Materials | Environmental Graphics | Concept Design | Design Strategy | Communication | Branding | Global Launch
Rebrand Project Details
Objective:
In 2019, I was responsible for design and art direction for rebranding the USANA True Health Foundation (THF). THF had already been around for 7 years, and over time USANA ended up getting left out of the name completely. The objectives were to realign the Foundation with USANA, simplify the name, and integrate philanthropic goals with a global business strategy.
My key challenges were: crafting a scalable solution that resonated with diverse markets, satisfy multiple stakeholders, and align a humanitarian mission with a worldwide business context.
My Solution:
- I conceptualized an iconic heart design with an outline, symbolizing the Foundation as the “heartbeat” of USANA, evoking a sense of vitality and connection.
- By reintegrating USANA into the primary logo, I rekindled a sense of trust and stability, appealing to those interested in both business and philanthropy with an established company.
- I positioned “FOUNDATION” beneath “USANA” to redirect focus towards USANA and the symbolic heart, reinforcing their central roles.
The result was well-received, as I lead a global brand launch that received positive feedback, fostered brand loyalty, and immediate donations and support for the rebranded Foundation.
My Role
As the art director over this brand, I did many projects over the last 5 years. Some of my highlights are listed below.
My Skills: Art Direction | Visual Storytelling | Marketing Materials | Environmental Graphics | Concept Design | Design Strategy | Communication | Collaboration | Branding | Global Launch
- Developed and executed a new brand identity and visual strategy.
- Collaborated with a writer to help the client redefine their mission, vision, values, and impact statements. Worked together to create a presentation and story that sold them on the now current brand identity.
- Presented brand concepts and style guide to top-level executives.
- Led a global brand launch resulting in positive brand loyalty and immediate donations.
- Created a successful social media sharing strategy for audience engagement and growth.
- Designed a yearly report publication for donors, showcasing the organization’s impact and transparent in where their donations are being utilized.
- Created multiple service campaigns, service trips, awards, and both social and print campaigns to further promote the Foundation’s mission and values.
- Provided art direction and guidance to local and global teams for: design, video, and web projects over the last 4 years.
- Ensured that all creative materials aligned with the new brand identity and maintained consistency.
Project Credits:
Creative Director – John Cordova | Writer – Ben Raskin
