Years of growth and acquisitions left Hologic managing dozens of distinct brands—creating fragmentation, inconsistent brand expression, and operational inefficiencies.

Following in-depth market share research, the company shifted from a house of brands to a branded house, unifying under the Hologic name. The online style guide became a critical tool in operationalizing this transition across teams and channels.

My Role

  • Led the development of Hologic’s online style guide, defining brand architecture, messaging frameworks, and visual standards.

  • Directed the design of a scalable, user-centered experience that made complex brand standards clear and adaptable as the organization evolved.

  • Translated brand strategy into actionable tools and guidance, enabling consistent execution across teams and channels.

I led the creative direction of a system of illustrations and hero styling to make complex brand standards intuitive and engaging. I also established a scalable, nested navigation structure to support ongoing growth and evolution. The result was a dynamic, user-centered tool that codified the brand and enabled consistent adoption across teams.

A webpage showing a brand architecture guide for Hologic with sections on brand strategy, objectives, and co-branded initiatives, including icons and diagrams.
A corporate website's branding and style guide page for Hologic, featuring sections on describing work, corporate narrative, thematic descriptions, elevator pitch, boilerplates, and contact information. The page has a blue and white color scheme with geometric design elements.