Case Study
Details
Client
Johnson & Johnson
Year
2024
Service
Design Direction, Design System
Overview
Johnson & Johnson came to us with a clear challenge: reimagine their digital presence to better reflect their mission of putting people first. The goal wasn’t just to modernize the website — it was to humanize it.
Experience
I led the design direction translating the brand’s core values into a digital experience that feels modern, empathetic, and impactful.
A new approach
From the ground up, I developed a digital design language that evolved their existing brand identity into a flexible system — one that could seamlessly apply across websites, native apps, and enterprise web applications.
A big part of our approach was telling real human stories. We worked closely with stakeholders across regions to bring the social impact of J&J’s work to the forefront — from frontline healthcare workers to patients whose lives were changed. This narrative focus shaped the structure, tone, and feel of the experience.
Design system
I was hands-on leading the design team in building out a tokenized, component-based global design system.
Design for scale
The system was deeply modular, allowing for flexibility across content types and regional needs, while maintaining a consistent look and feel. We also created a robust set of page templates and design patterns, which integrated directly with their content management system to streamline delivery at scale.
The result was a unified yet locally adaptable digital platform that now powers Johnson & Johnson’s presence in dozens of global markets — ensuring every touchpoint is not just visually aligned, but emotionally resonant.
Related work
