The primary goal of this project was to create one CVS Caremark visual identity system that could be used for all audiences and channels. Prior to this effort, CVS Caremark had a bespoke identity used for their B2B audience only, while B2C communications leveraged the CVS Health Enterprise identity with little guidance on how to create an ownable expression. The system needed a close-in level of distinction with the Enterprise brand identity, which was facilitated by the inclusion of notations as a new graphic element. Through their hand-drawn visual style, these notations add more humanity to communications and offer ways to visually navigate a layout, and emphasize or enhance content.