My Role

I led the audit from research through presentation, collecting and reviewing assets, identifying patterns and inconsistencies, creating visual examples, and presenting the findings to stakeholders.

The Challenge

As USANA continued to expand across markets and platforms, its visual language had evolved in different directions.

Colors, typography, imagery, iconography, layouts, and other visual elements were being used differently across websites, apps, social media, email, presentations, print, and packaging.

The challenge was to step back and look at the experience as a whole.

What was working?
Where were we inconsistent?
And where were there opportunities to create a stronger, more intentional visual language?

The Audit

I reviewed USANA’s visual assets across multiple platforms and markets, looking for patterns, inconsistencies, and opportunities.

The audit included:

• Websites & Apps
• Social Media & Email
• Print & Packaging
• Photography
• Presentations
• Typography
• Color
• Iconography & Illustration

Rather than simply documenting what was different, I looked for the underlying patterns that were creating those differences.

What I Found

The audit uncovered several areas where the visual experience had become fragmented.

1. Color
   Across USANA’s websites, I identified more than 116 colors, many of which were outside the existing brand guidance.
2. Typography
   Multiple typefaces were being used across platforms, creating differences in hierarchy, tone, and overall visual character.
3. Logos
   Older logo variations were still appearing in some places, while placement and usage varied across digital and physical materials.
4. Digital Experiences
   With multiple websites and apps being designed by different teams, navigation, layouts, footers, and UI elements varied from one experience to another.
5. Iconography & IllustrationLogos
   Older logo variations were still appearing in some places, while placement and usage varied across digital and physical materials.
6. What Was Working
   ‍Not everything needed to change. Social media, for example, showed strong consistency and provided a useful reference for what was already working well.

Turning Findings Into a Visual Story

The audit produced a lot of information. My next job was to make that information easy to understand.

I created visual examples, graphics, an infographic, and two presentations that distilled the findings into a clear story for stakeholders.

Instead of asking people to work through pages of audit documentation, the presentations allowed them to quickly see the problems, understand why they mattered, and see opportunities for improvement.

Defining the Visual Language

Based on the findings, I outlined the foundation for a stronger visual language across USANA.

The framework focused on four areas:

1. Color
   Defining how the existing palette should be applied
2. Typography
   Establishing clearer hierarchy and usage
3. Imagery & Illustration
   Creating a more connected visual style
4. Brand Guidelines
   Documenting how the pieces work together

The goal wasn't to make every experience look identical. It was to create enough shared structure that the brand could remain recognizable while still allowing individual teams and experiences to have their own character.