branding
This is a selection of branding work I’ve led for Healthline, spanning creative direction and design across key platforms and materials. From defining the brand’s visual foundation through our brand book, to shaping the look and feel of social content, business cards, homepage imagery curation, and swag—each piece reflects a consistent, thoughtful evolution of Healthline’s identity.
HEALTHLINE BRAND BOOK
This brand book translates Healthline’s core values into a clear and emotionally resonant visual system. Through thoughtful use of collage, photography, illustration, and typography, the design captures the brand’s commitment to inclusivity, compassion, and clarity—bringing its purpose and personality to life in a format that’s grounded and inspiring.
Creative Direction: Ruth Basagoitia | Editorial Design: Ruth Basagoitia
| Illustration, Collage, & Photography: Ruth Basagoitia & Healthline Media Creative Studio
HEALTHLINE HOMEPAGE DESIGN
My team leads the curation for Healthline’s homepage imagery. We developed the icon system, contribute original illustrations for key modules, and maintain a biweekly update of key visual content to ensure the page stays fresh, cohesive, and reflective of the brand.
Art Direction: Ruth Basagoitia | Illustration: Ruth Basagoitia & Healthline Media Creative Studio | Photography: Healthline Media Creative Studio
HEALTHLINE BUSINESS CARDS
Healthline’s business cards were designed using a set of eight illustrations drawn from the brand’s library—each one representing a different facet of the content, from wellness to health advocacy and chronic conditions. Every employee’s set included all eight designs, offering a well-rounded, expressive take on Healthline’s identity through one of its most practical touchpoints.
Design by: Ruth Basagoitia | Illustration: Ruth Basagoitia & Healthline Media Creative Studio
HEALTHLINE SOCIAL DESIGN
In my role of designer, I helped define and establish the visual tone for Healthline’s social media presence—shaping a system that adapts to different channels and audiences while staying true to the brand. Today, I lead the team responsible for creating highly impactful, scroll-stopping visual content across Healthline’s social platforms—ranging from posts that include illustrations, infographics, collage, and photography to animation and icon systems tailored for each channel. Our work weaves storytelling with strategy, driving engagement and followership.
Creative Direction: Ruth Basagoitia | Illustration & Photography: Healthline Media Creative Studio
HEALTHLINE SWAG
This is a selection of swag I designed for Healthline over the years, each piece created to express the brand’s voice in bold, tangible ways. These items act as walking brand ambassadors—conversation starters that bring our identity into everyday life. Highlights include pop-urban socks featuring the branded wave and colors, a bold illustrated pair celebrating health advocacy, a custom set of glasses showcasing the work of Healthline’s illustrators, and a set of stickers that use the logo as a window into the Healthline universe.
