Visual Identity

Event Branding: Scientific Registry of Transplant Recipients (SRTR)

Project Year: 2022

For The SRTR 2022 Consensus Conference

The tagline of SRTR is "Data Driven"; however, this conference was designed to prioritize the voices of transplant patients and their caregivers. The guiding concept was redefined to "People Driven," highlighting that data fundamentally represents individuals.

SRTR integrates a prominent "spectrum bar" throughout its design, composed of various shades of blue. Complementing these are warmer secondary colors drawn from a broader color palette intended for data visualization and web applications. I developed a new color scheme by selecting three colors from their extended palette—one for the beginning, one for the middle, and one for the end of the spectrum. Additional colors were chosen based on visibility within the spectrum while utilizing a color picker. Each of the new colors symbolizes different stakeholder groups, including patients, transplant professionals, researchers, and insurance representatives. Consequently, I produced new spectrum bar assets and assorted visuals using these colors.

The imagery depicting pixelated individuals arises from the notion that data denotes real people, showcasing how disparate data can coalesce to represent individuals and their experiences.

SRTR's tagline is "Data Driven," and in exploring the theme that "data is people," I developed the "People Driven" tagline for this conference. This led to the design of logos that incorporate the SRTR square alongside the new tagline.

Rebranding: United States Renal Data System (USRDS)

Project Years: 2019-2020

The USRDS contract, issued by the US National Institute of Health, was awarded to a new contractor in 2019. This contractor sought to establish a fresh visual identity for the USRDS.

My initial task involved creating a logo that was distinct, versatile, and easily readable. I applied my expertise in color theory to develop several color options, considering the medical nature of the organization and the oversight of the NIH. The objective was to select colors that would harmonize with the NIH's branding.

Stakeholders participated in the decision-making process, ultimately leading to the selection of a red and blue theme.

Through numerous iterations of the logo design, we arrived at a final version featuring bold block letters accompanied by an upward-trending arrow.

Once the logos and themes were established, I proceeded to create a comprehensive style guide.

I designed a range of materials including business cards, reports, slide decks, and a tradeshow exhibit.

Additionally, I incorporated final design elements such as icons and the double kidney favicon, which you will find on the tab of the USRDS website.

& More

2025: Living Donor Collective Rebrand

2025: SRTR 2025 Consensus Conference Update Meeting

2025: CDRG Transplant