Making the system look as serious as the ideas.
Disruptive Women in Health Care is a Washington, DC-based platform that has spent over fifteen years challenging how health policy gets made — and who gets to make it. Founded by Robin Strongin, it has been named one of the top health policy blogs by Health Tech and a Fierce Female Healthcare Blog To Watch by Fierce Healthcare. Its reach runs from Capitol Hill briefings to patient advocacy organizations to the examining room.
As Creative Director from 2012–14, I led the complete rebrand — a full brand system covering type assignments, palette application, and a custom illustration language; an editorial platform designed, developed, and user-tested from the ground up; video and motion graphics throughout; and campaign and event work that carries the brand into the physical world. The brief: make it look as serious as the ideas it carries.
Designed to capture boldness — the mark merges feminism and health symbolism with a heartbeat line. It reads as strong, clinical, and unmistakably feminine all at once.
A typographic form referencing the Greek goddess of health, with hair rendered from the tenets of health care. Equal parts poster art and medical diagram — a symbol that rewards close reading.
For over fifteen years, this platform has been a provocation. The redesign had one job: look like it means it.
The visual anchor is a custom illustration system built from the ground up — every blog post, every health focus area, its own portrait. Bold linework. Deep plum and mauve. Diverse subjects drawn with graphic novel intensity. Not decoration — identity. The kind that tells you whose platform this is before you read a word.
The rest follows that conviction. Near-black purples hold every surface. Magenta cuts through as accent. A serif display voice for the editorial weight; clean sans for everything that needs to move fast. Even the footer has an opinion. Disrupt the status quo, on a loop — because the message shouldn't have an off switch.
Explore a live copyConsistent without being quiet.
Bold enough for the fight.
Credible enough for the policy table.
A partnership with the American Heart Association brought the platform’s voice into a national campaign — extending the brand’s reach and deepening its credibility as a health advocacy resource.
A special edition logo rendition and bespoke event collateral brought the brand into physical space — from gala signage to commemorative print, every touchpoint calibrated to the occasion.
