Digital / E-Commerce
CVSThe New CVS.com
As creative director, I led a team of writers and designers updating CVS.com's landing and shopping pages, repositioning the copy tone for a brand whose whole promise is making healthier happen.
Role
Creative Director
Client
CVS Health
Discipline
Digital / E-Commerce
A healthcare giant whose website didn't sound like its mission
CVS had staked its brand on helping people live healthier lives, but the copy across its landing and shopping pages hadn't caught up. The job: bring the voice in line with the mission, page by page, without slowing down one of the busiest retail sites in the country.
Less transactional, more human.
Warmer, clearer, healthier
Leading a team of writers and designers, we updated the landing and shopping experiences and repositioned the tone: less transactional, more human, with the brand's care-forward promise carried into the everyday utility of finding, choosing, and buying.
Let's make healthier happen together.
CVS.com
one of the busiest retail sites in the country
Tone reset
repositioned the copy voice to match the brand mission
Team lead
directed writers and designers across the experience
Creative director
I led the writers and designers, set the tone direction, and kept the voice consistent from the homepage down to the product shelf.
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