During my time at Rhythm Agency I provided art direction for the FirstHealth of the Carolina’s mobile first redesign. I worked directly with UX to come up with two different comps to present to the client. The first was a more conservative option, the second a little more progressive and was what we preferred.
Although both comps looked great, we were surprised when they went with the second choice.
I stayed true to their existing branding. The declared typefaces in their style guide weren’t available for web use, so I chose web fonts that matched as close as possible. I relied on the color wheel to spin off a few other colors. I injected these colors into the tints and shades for a subtle range of color options. There wasn’t a budget for custom iconography (there never is), luckily I'm resourceful with fontawesome. See it live.