Wel at Humana Brand Development
Art Director for comprehensive brand development and retail experience design for Humana's wellness-focused retail concept
Retail Innovation
2018-2020
Art Director – Brand Development & Retail Experience
Humana
The Challenge
Humana needed to create a new wellness-focused retail brand that would differentiate from traditional healthcare experiences while maintaining trust and accessibility for diverse communities.
Objectives
- Develop a welcoming, non-clinical brand identity for wellness retail
- Create cohesive visual systems across physical and digital touchpoints
- Design retail environments that encourage exploration and engagement
- Build brand recognition in competitive wellness market
Process Overview
My Responsibilities
- Brand Strategy: Collaborated on positioning and brand architecture development
- Visual Identity: Led logo design, typography, color systems, and brand guidelines
- Retail Design: Directed environmental design for physical store locations
- Marketing Materials: Oversaw creation of launch campaigns and promotional materials
The Solution
Created a warm, approachable brand identity with modern wellness aesthetics, featuring clean typography, calming color palettes, and intuitive wayfinding systems that made healthcare feel more accessible.
Project Gallery
Wel at Humana storefront on Main Street, Louisville - neon signage illuminated at night
Wel at Humana lobby with iconic 3D lettering, modern lounge seating, and reception desk
Fuel Wel Station interior with digital displays and branded merchandise retail area
Branded digital display with motivational content and hydration station area
Exterior blade sign with Wel at Humana branding
Brand naming strategy - psychology of the single 'l' with comparable brand examples
Media coverage and social buzz - Courier-Journal feature and social media engagement
Presentation rendering of the Wel at Humana exterior brand concept
Brand development in progress - exterior signage concept design in Adobe InDesign
Results & Impact
- Successfully launched Wel retail locations with strong brand recognition
- Achieved high customer satisfaction scores for store experience
- Created scalable brand system supporting multiple location rollouts
- Established Wel as innovative player in wellness retail space
Key Takeaway
Designing for healthcare requires balancing professionalism with approachability. This project showed how thoughtful brand development can transform perceptions of healthcare experiences.