Blue Robin Branding

As the Senior Product Designer for Blue Robin, my role was multi-faceted. While traditionally, Cardinal Health's internal marketing team oversaw branding of all of their products, I championed my involvement due to my intimate knowledge of the product's development. Collaborating closely with internal marketing designer Jason Callori and fellow product designer on the Blue Robin Project, John Vanderveen, our process took us from initial ideation to meticulous refinement, all enriched by collective brainstorming and iterative design sessions. I served as a crucial liaison with Christi Pedra, Senior Vice President of Marketing for Cardinal Health's Pharmaceutical division, ensuring executive feedback was seamlessly integrated. I also introduced a user-centric dimension by leveraging the "Ask Your Target Market" platform, using it to derive valuable insights from our target demographic. This feedback-driven approach was pivotal in refining our brand choices. Once our brand identity was finalized, I led the detailed rendering process and the creation of a comprehensive brand book, ensuring Blue Robin's visual narrative was consistently and effectively conveyed across all platforms and touchpoints.