Brand Transition
When Cencora acquired Alliance Healthcare from Walgreens, the transition called for thoughtful brand and creative direction to guide teams through a moment of major change. My role was to help shape that experience—building the governance, tools, and onboarding materials that made the shift feel clear, steady, and supportive. We needed to introduce a new identity without disrupting long‑standing customer partnerships, while also giving employees the confidence that they were backed by a global organization invested in their success.
Services
Creative Director
Brand Governance
Brand Communications
Client
AmerisourceBergen
Alliance Healthcare
Year
2035
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During the brand‑transition period, I was a key player bridging the old identity and the new one—shaping how employees first experienced the shift. I worked across teams to understand what people needed to feel grounded, informed, and genuinely welcomed, then translated that into tangible creative pieces: co‑branded logo guidelines that eased the visual transition, multilingual posters that greeted teams in offices around the world, and onboarding materials that introduced the new brand with clarity and warmth.
Through co‑branded logo guidance, multilingual welcome posters, templates, and transition documents, I worked to create a sense of continuity and belonging so people could step into the new brand feeling informed, valued, and genuinely welcomed.
From templates to toolkits to cultural touchpoints, my role was to craft an environment where employees could see themselves in the new organization and feel part of something they were proud to join.
