I co-developed the visual identity for Wellness Wire, Healthline’s flagship newsletter, shaping the brand across logo, color palette, newsletter UI, photography, and a custom collage system. Together, these elements created a distinctive, image-led identity that could extend beyond the newsletter into social and promotional content.

Photography and collage became the heart of the visual language. In audience research, users could distinguish our custom collages from standard stock imagery and associated them with greater care and intention. I developed the photo direction and collage system, transforming elevated stock photography through bold shapes, color, and conceptual treatments to create a recognizable visual signature.

Because Wellness Wire published five times a week, the system also had to work at scale. I built an Adobe Smart Object library and flexible templates that enabled the design team to quickly produce roughly 260 unique collage assets each year while maintaining a consistent visual identity.

The success of Wellness Wire became the blueprint for four additional Healthline flagship newsletters, each with its own distinct brand identity and creative system. Launched in 2022, Wellness Wire was named a 2023 Webby Honoree for Newsletter Design, and Healthline’s flagship newsletters went on to reach more than one million subscribers each week.