one+other is a new in-store brand for CVS created to champion diversity, inclusion and authentic representation through everyday retail experience.

As Creative Director and Lead Designer, I led a year-long transatlantic team across the US and UK, shaping the brand from initial strategy through to final delivery.

Working closely with CVS’s LGBTQIA+ community, we defined the creative territories and led the development of the identity system, including portfolio architecture, logo design, packaging and brand expression. The work came together as a cohesive system supported by comprehensive brand guidelines.

The brand was expressed through vibrant packaging, authentic storytelling and unretouched photography, reflecting real people and lived experience across every touchpoint.

Market: US
Award: Vertex Silver