PowerCare was designed to bridge the gap between complex healthcare systems and the fast-paced lives of students — a visual-first experience that prioritizes clarity and ease of use.
Context
PowerCare is a healthcare brand experience designed for college students. Working from a predefined brand strategy, I developed the visual identity and user-experience journey across a promotional poster, a landing webpage, and three mobile app screens.
I was the brand designer — translating story, audience, and personality into a mark, posters, web, and a mobile path focused on high-impact design that simplifies the way to wellness.
About two months in 2025, from brand-strategy boards and poster sketches through a cohesive identity on print and digital touchpoints.
Project brief
How might we inspire college students to feel energized, supported, and confident in managing their health — without the usual fog of university healthcare?
The given strategy was clear: “We believe that with good health, anything is possible.” PowerCare is a health plan exclusively for students, built to make access and information feel easy enough to use.
Complex medical information and campus bureaucracy. Students need a path that feels calm, not like another portal.
Active, inspiring, empowering — energetic enough for student life, without looking like a hospital or a gym ad.
Design
The identity streamlines healthcare into three pillars so a student can scan a poster or a phone and know where to go next.
A cohesive visual system across touchpoints is there to build recognition and trust on sight — replacing the typical confusion of university bureaucracy with a sense of calm, guided control.
Poster set, logomark, and personality moodboards.
Process
Story, audience, and personality were handed over as a board: college students who should feel energized, supported, and confident. I used that as a constraint, not a slide to decorate — every mark had to read as active, inspiring, and empowering.
I thumbnail-sketched “Live Your Best Life” as a series of verticals — plane, balloons, folded heart — then took the origami language into the final posters and the app’s three pillars.
Result
The work landed as a poster family, a landing page, and a three-screen mobile path — Care, Learn, Access — under one paper-plane mark. Centering peace of mind was the point: a lower barrier to student wellness.
[TODO: add result metrics for PowerCare]
Takeaways
The personality words were a brief, not mood-board captions. If it didn’t feel active, inspiring, or empowering, it didn’t ship.
A sheet of vertical thumbnails found the folded heart and the plane faster than jumping into a high-fidelity poster.
Care, Learn, and Access let a hallway poster and a phone home say the same thing without repeating a paragraph of policy.
