As the Texas Department of State Health Services sought to strengthen its identity as both a statewide partner and a trusted advocate for public health, a brand-level campaign was needed to unify its many programs under one clear story. I led the creation of Field Guide, a campaign designed to position DSHS as essential to Texans across every stage of life, while presenting the agency as approachable, modern, and collaborative.
The process involved developing a distinct campaign identity and expanding it across a suite of deliverables that ranged from a statewide map and life-stage posters to school and pharmacy toolkits, emergency readiness materials, and transit advertising. I built a flexible visual system and identified key marketing strategies to be implemented in order to advance DSHS's goals in amplifying the reach of services.
The resulting identity gives DSHS a cohesive presence that communicates clarity and partnership. By embedding the Field Guide brand in clinics, schools, pharmacies, and community spaces, the campaign reframes DSHS as both visible and indispensable, meeting Texans where they are and making public health resources easy to find and act on.
