Air Force Medical Service Rebrand for Surgeon General

Led the visual rebrand of the Air Force Medical Service’s digital presence on behalf of the U.S. Air Force Surgeon General. I developed a comprehensive visual identity system—including color palette, typography, and layout standards—tailored for consistency across all platforms. Designed and implemented cohesive templates for social media, working closely with the Defense Health Headquarters print shop to align digital and print assets. Final concepts were presented directly to Senior Leadership.

For this rebrand, I developed a clean and consistent visual identity system for the Air Force Medical Service, designed to support its mission under the U.S. Air Force Surgeon General. The system centers around a streamlined color palette inspired by Air Force heritage, paired with strong, legible typography to convey trust, clarity, and authority. I created a modular layout framework that adapts easily across digital platforms—especially social media—allowing each content category to feel distinct yet cohesive. From visual hierarchy to tag treatments, every element was built to reflect structure, professionalism, and purpose while improving overall readability and engagement.

Here’s a link to a live example of the AFMS website: https://www.instagram.com/p/DJ1zT78t_O9/?utm_source=ig_web_copy_link&igsh=MTRtbnlpcm1neTl5eA==

Few examples below:

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