Dr.Bill commissioned the series to deepen existing customer engagement and build on consistently strong organic search interest in its informational content.

A supplied reference guide established the initial visual direction: open layouts, large typography, and callouts. My role was to develop that direction into a consistent approach that could accommodate a much broader range of material. I tightened the use of whitespace, refined the interactive contents pages to fit reliably on a single page, and designed additional content treatments as the series expanded.

Each manuscript brought sections that called for their own visual solutions. I selected photography and developed layouts around those differences, while varying simple recurring motifs to sustain visual interest through longer guides. Custom icons addressed another recurring challenge: distinguishing closely related concepts in a subject dominated by paperwork and billing. Across the series, the design balanced a recognizable brand and reading experience with enough flexibility to give each guide its own character.

View the guides here, here and here.