Hologic's brand spanned 15+ corporate sites and 100+ campaign microsites with no shared standards, no governance, and a brand that showed up differently everywhere it lived — undermining trust with patients, clinicians, and investors alike.

My role:

Led brand strategy and creative direction across Hologic's global presence — setting the standards for how the brand showed up across every channel and market

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Directed cross-functional governance across 25+ stakeholders and agency partners

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Defined brand, UX, and content standards across digital channels

  • 20% increase in traffic

  • 30% increase in engagement

  • $1.9M pipeline

  • Acquia Award

Impact (highlights)

  • Built and directed team of 5 in‑house creatives and 12 agency/contractor partners.

  • Established enterprise solution for corporate sites and led global Web Experience Council with a weekly decision cadence.

  • Led migration of corporate sites onto a shared codebase and launched a Brand Design System for consistency and compliance.

Team & Governance

Hologic needed to show up as one brand — trusted, consistent, and mission-driven — wherever a patient, clinician, or investor encountered them. This work made that possible at scale.

Why it Mattered

Comparison of website screenshots before and after redesign for HOLOGIC, including homepages with medical professionals and product information.

The new digital design system and shared codebase assured that Hologic’s brand and user experience was consistent no matter where a customer or investor was.

Product page for health care professionals.

Screenshot of a webpage for Hologic's Endomag breast cancer technology, showing products like Sentimag and Magtrace lymphatic tracer, with descriptions and options for learning more or contacting.

Breast cancer awareness campaign.

Homepage of Hologic's website focusing on breast health, featuring a woman in a pink top and a healthcare professional, with sections discussing mammography facts, bust myths, and the importance of breast health awareness.

Patient-facing content.

A webpage titled 'Hologic' promoting women's health and the Well Woman Exam, featuring sections on health priorities, screening schedules, and real woman stories, with images of women and healthcare themes.

I led the development of custom page components and templates that were designed to strike the right balance between enforcing brand standards and allowing flexibility for specialized campaigns and audience-specific marketing. These components were designed to evolve with the creative and marketing team’s needs for new functionality. By closely overseeing these changes I assured brand compliance and guarded the integrity of the UI.

Images illustrating the flexibility provided to web page creators by Hologic's digital design system.

In order to assure that future digital work would adhere to the brand and content strategy we made, I led the creation of a robust Figma-based design system — giving internal teams and agency partners everything they needed to produce work that was on-brand, on-strategy, and built to scale across markets.

Screenshot of a computer screen displaying a web design interface with three medical website templates for breast health, diagnostics, and surgical procedures.
Screenshot of a computer screen displaying a web design interface with three medical website templates for breast health, diagnostics, and surgical procedures.
Design system sections on anatomy variants and button states.

The team: This work was supported by agency partners including Jakala, PharmaForward and Edelman who advised on solutions, UX, analytics and design. Hologic’s in-house creative team of designers was also critical to the build’s success. All decisions were guided by Hologic’s cross-divisional and global web governance team, which I led.