HHS Office of Acquisitions IDEASLab

HHS Office of Acquisitions IDEASLab

December 2024 • Washington, DC (Remote)

THE IMPACT

All deliverables were completed within the 4-week timeline and approved by stakeholders with minimal revision rounds. The new brand system gave IDEASLab a clear, professional identity that reinforced its position as a forward-thinking initiative within the U.S. Department of Health and Human Services.

Key outcomes included:

Full approval of the logo and brand system within the project timeline
Positive feedback from stakeholders on the system’s clarity, flexibility, and modernity
Successful rollout of branded templates and assets across internal communications
Streamlined use of consistent, accessible visuals for desktop, mobile, and print formats
Alignment with HHS branding standards and Section 508 accessibility requirements

The final solution delivered a modern, flexible, and professional visual identity that elevated the IDEASLab brand while honoring the structure and standards of the HHS ecosystem.

THE SOLUTION

To meet the project goals under a tight timeline, I led a research-informed, design-forward process that combined brand strategy, creative direction, and production efficiency. I referenced federal brand systems—including SBA, NSF, and HHS—to guide design decisions and ensure alignment with existing government standards.

Key deliverables included:

Custom logo suite: Primary, secondary, stacked, tagline, wordmark, submark, favicon, and responsive versions for desktop/mobile
Logo lockups & use cases: Structured layouts for digital, print, email, and internal templates
Color palette system: Defined primary and secondary colors with HEX, RGB, CMYK, and Pantone values
Typography standards: Font families, weights, and hierarchy with clear spacing and usage rules
Accessibility guidance: WCAG/Section 508 color contrast ratios and visual considerations for federal compliance
Comprehensive brand style guide: A detailed PDF document outlining all identity rules, logo usage, and scalable brand applications

The Challenge

The Office of Acquisitions sought a fresh visual identity for IDEASLab that balanced innovation with the formal requirements of a federal agency. The brand needed to align with existing HHS guidelines while establishing a unique and recognizable identity within the department. Due to the short project timeline and limited internal availability, design decisions required a proactive and strategic approach.

Key challenges included:

No prior brand foundation: IDEASLab lacked a defined logo or visual identity system to build from
Strict federal branding constraints: New designs had to complement the established HHS brand without duplicating it
Compressed timeline: The full logo system and brand guide had to be completed within 4 weeks
Limited stakeholder availability: Creative direction and revisions were handled with minimal feedback windows and quick turnaround expectations
Multi-use flexibility: The brand system needed to scale across web, mobile, email, and internal documents with clear usage rules

PROJECT OVERVIEW

The IDEASLab is an internal innovation initiative within the U.S. Department of Health and Human Services (HHS) Office of Acquisitions. In Fall 2024, I spearheaded the development of a new visual identity that would modernize the brand, align with federal standards, and support the lab’s mission of advancing creative, acquisition-focused solutions across HHS.

As Creative Director and Senior UX/UI Designer, I led:

Concept development and design of the official IDEASLab logo
Creation of multiple logo variations and lockups for digital, print, and mobile use
Development of a comprehensive brand style guide, including logo usage, color systems, typography, and iconography
Preparation of all final assets in professional formats and color modes for internal publishing

The final brand system was built with flexibility, accessibility, and long-term consistency in mind—positioning IDEASLab as a design-forward entity within the HHS ecosystem.