This project was a unique challenge because while our LTC division functions as a mostly closed-door B2B system, it still required a strategic visual tie back to our retail branding. In the real world, certain specific areas of long-term care—like hospice—frequently bridge the gap by utilizing or picking up scripts from our retail pharmacy locations. The transition between the closed-door B2B side and the retail side had to feel completely cohesive.
​Beyond the clinical operations, a major focus was arming our dedicated B2B sales staff with high-impact collateral. Because our internal pharmacy staff rarely interacts directly with the public, this field team is the face of the brand—actively visiting facilities, conducting in-service educational learnings, and representing us at major trade shows.
​To support them, I designed a highly functional system of layouts, presentation materials, and marketing tools that shared the retail design DNA but prioritized clarity, precision, and professional compliance. My goal was to translate complex healthcare logistics and data hierarchies into clean, easily digestible visual materials—giving our sales team the exact tools they needed to build trust with facility administrators and caregivers.