branding
This is a selection of work I led for Healthline, covering creative direction and hands-on design across editorial, branding, social media, and content marketing.
From building the brand’s visual foundations to figuring out how it could speak to different audiences across different platforms, the challenge was always the same: how to adapt without losing what makes Healthline, Healthline.
HEALTHLINE HOMEPAGE DESIGN
My team led the curation for Healthline’s homepage imagery. We developed the icon system, contributed with original illustrations for key modules, and maintain a biweekly update of key visual content to ensure the page stayed 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.
Design by: Ruth Basagoitia | Illustration: Ruth Basagoitia & Healthline Media Creative Studio
Design: Ruth Basagoitia | Illustration: Ruth Basagoitia & Healthline Media Creative Studio
HEALTHLINE SWAG
This is a selection of swag I designed for Healthline over the years.
These items are walking brand ambassadors and conversation starters that bring Healthline's identity into everyday life.
HEALTHLINE SOCIAL DESIGN
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.
Instagram voice was characterized by being as informative and actionable as Healthline, but bolder and more casual.
Creative Direction: Ruth Basagoitia | Illustration & Photography: Healthline Media Creative Studio
“Adapting how we communicate to connect with different people isn’t losing ourselves. It’s empathy.
Brands should do the same.”
— Ruth Basagoitia
Creative & Art Direction: Ruth Basagoitia | Illustration & Photography: Healthline Media Creative Studio
HEALTHLINE LESSONS
Healthline Lessons is a premium solution that delivers information through actionable tips, quizzes, explainer videos, and infographics that make concepts about science and health easy to understand.
The visuals follow the same principle of simplicity of the bite-sized lessons, while the hero illustrations for each lesson bring an elevated, editorial feel that reflects the premium quality of the program.
This editorial series explores the science behind the products we use to keep our skin and hair healthy. It breaks down ingredients, explains how they work (or don’t), and presents research in an accessible way. The visual approach merges lab-inspired motifs with editorial tableaus of products, blending science with beauty.
This advice column brings honest, unapologetic conversations between a mental health expert and readers to the forefront. Each collage brings the emotions in the letters with an empathetic, yet lighthearted touch, helping to visually tell the story and make space for real, relatable dialogue.
EDITORIAL SERIES — Creative Direction: Ruth Basagoitia | Author's Portraits & Editorial Collage: Ruth Basagoitia & Healthline Media Creative Studio
NEWSLETTER (SUB BRAND)
Wellness Wire identity is approachable, warm, modern, and fluid. The logo speaks to connection, symbolizing the bridges between people and their own path to wellness.
Freeform collage elements layered over curated photography add texture and personality, rounding out a cohesive and expressive visual system.
NEWSLETTER (SUB BRAND)
The Nutrition Edition's visual identity is rooted in richness: a vibrant logo with full, dynamic type; a color palette inspired by the food rainbow; and a playful collage treatment that nods to kitchen experimentation.
The design reflects the voice of the newsletter: casual, celebratory, and grounded in attainable wellness.
