The product
Redesigned homepage
A corporate site re-platformed into a consumer-friendly experience.
Global rebrand · Consumer experience
Repositioning a global brand for consumers.
Helped win the Abbott account, then led the website redesign and re-platform that turned a corporate presence into a consumer-friendly, globally scalable marketing channel — launching APAC and North America first to set the model for a worldwide rollout.
The problem
Abbott needed to feel human and consumer-friendly — globally. The task: take a large, multi-market healthcare brand and build a system flexible enough to launch market by market, hold brand continuity across regions, and keep a premium visual standard at global scale — anchored in the brand’s “Life to the fullest” mantra.
My role
As Associate Creative Director, I led the redesign end to end — a UX designer, two visual designers, three content strategists, and six offshore engineers — partnered with Abbott’s brand team, and personally owned visual quality across markets.
Approach
Three moves made it work at global scale: lead with bold visual storytelling, build for a phased rollout, and own quality at the source.
Visual system
Human, not clinical
Large, vivid lifestyle photography and bold typographic panels over imagery — the heart of a system built to feel premium and human.
Lead with bold visual storytelling.
New content hubs built around large, vivid lifestyle photography and bold type — premium and human, not clinical.
Build for a phased global rollout.
We launched APAC and North America as phase one, deliberately setting the template for the global model to follow.
Own quality at the source.
I flew to India for a two-week visual-QA push and set up a three-week custom shoot in Singapore — hands-on work that made the result feel authentic, not stock.
The work
From strategy to launch, the redesign delivered:
- A re-platformed, consumer-friendly site with new content hubs to lift brand recognition.
- A bold visual system — large lifestyle photography and typographic panels — applied consistently across markets.
- Custom photography directed across the US, India, and Singapore.
- Phase-one launches in APAC and North America that set the template for the global model.
The product
Content hub
New hubs built to lift brand recognition.
The product
Campaign template
Reusable templates carrying the new visual system.
Craft
Custom photography
Directed across the US, India, and Singapore — sourced and QA’d on the ground.
Craft
Custom photography
Large, inspirational imagery built to feel authentic, not stock.
Craft
Custom photography
A premium, human visual standard held across markets.
Craft
Custom photography
Healthy-lifestyle moments anchoring the “Life to the fullest” mantra.
Craft
Custom photography
Bold typographic panels set over imagery.
Craft
Custom photography
Shot for a priority market in Singapore.
Craft
Custom photography
Consistent art direction across regions.
Craft
Custom photography
The system, executed to spec on the ground.
Reflection
Abbott taught me that “global” is a design constraint, not just a scope: the system has to be opinionated enough to feel premium and flexible enough to survive a dozen markets. And sometimes the most important design work happens on a QA trip halfway around the world — making sure what ships matches what you designed.
“His personable leadership style and natural relationship-building skills made him an impactful leader. He is a great listener, a great communicator, and he always led by example.”
Peichi Yang · Lead Designer, GoodRx