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.