Humana’s challenge was to shift perception from a typical secondhand store to a brand that feels valuable, inclusive, and purpose-driven. I led the rebranding process by crafting a visual identity that balances accessibility with elevated design — making thrift shopping intentional and desirable. I developed a cohesive color palette and typography system that communicates warmth and trust, while a clean, modular layout improves navigation and readability across digital platforms. This approach strengthens user experience, encouraging longer engagement and clearer brand messaging. By applying consistent visual elements and tone across web, animation, and physical displays, I created a seamless multichannel experience that supports Humana’s mission of sustainable consumption with style. The result is a revitalized brand identity that resonates with a wider audience, elevates the secondhand shopping experience, and positions Humana as a leader in conscious retail.