art director, visual designer and illustrator
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Greatist.com Rebrand

Greatist is a sub-brand of Healthline media, focused on health and wellness from the millennial point of view. In 2019, I helped lead its re-brand by developing a new illustration style and design system.


The Problem

Greatist’s core mission is to help millennials discover their own personal path to be happy and healthy. Their original branding was heavy on hand-drawn elements and a playful and optimistic color palette. It was youthful, but looked too similar to other millennial media companies. We wanted to give the brand some more edge, toughness, boldness and a louder voice.

The Solution

To give the brand more vibrancy and energy, my Art Director and I minimized the color palette and included sharper angles and contrast in the illustration style. We retained some of the hand-drawn style from the original branding, but leaned more into a vector-based, abstract style. Ultimately, we made the aesthetic more own-able to Greatist.

I created these illustrated patterns and motifs as a design system for the brand. Our team shared these illustrations to maintain consistency across our visuals.


Social: Before and After

Greatist’s old Instagram were almost entirely regrams other accounts and 70% of its followers lived in non-English-speaking countries. The feed did not reflect much of Greatist’s branding or content. Within a year, we reduced the amount of regrams by 80%, created our own content in the new Greatist style, and increased the number of followers in English-speaking countries. I worked with my Art Director to develop the feed’s look and feel and was the primary designer and illustrator.


Role: Editorial Designer and Illustrator
Art Directors: Madeleine Weiss and Keith Ciampa