Project Info
| Client: | National Institutes of Health (NIH): Tribal Health Research Office (THRO) |
| Project: | Brand identity development and design system |
| Role: | Lead Designer: developed comprehensive brand identity, authored brand guidelines, and created foundational materials over 4-5 years |
| Skills: | Visual design, Branding, Design systems, Illustration |
| Software: | Illustrator, InDesign, Figma |
| Designed Materials: | Brand Guidelines | Annual report | Fact sheets | PowerPoint template | Campaign materials |
Opportunity
The NIH Tribal Health Research Office (THRO) is the point of contact at NIH for federally recognized American Indian and Alaska Native Tribes. THRO coordinates Tribal health research across the agency and works to improve health equity for American Indians and Alaska Natives through culturally credible research. As a small federal office, THRO needed a visual identity that could honor both Indigenous knowledge and Western science, recognizing that sacred wisdom, traditional medicine, and modern research are interconnected. The design challenge was significant: each Tribe has distinct cultures, languages, oral traditions, and symbolism. I needed to find themes that could represent this diverse population authentically while avoiding stereotypes or oversimplification of very rich cultures. The brand also needed to work within NIH’s parent brand requirements.
Approach
Grounded Design in Cultural Research
Researched how Native American and Alaska Native organizations communicate visually, studying federal agencies, sovereign nations, and cultural organizations. Examined their use of activism themes, arts, environmental imagery, and traditional symbols to inform authentic design decisions. Research always came first.
Built the Complete Brand Identity
Created THRO’s visual identity within NIH’s brand framework. I kept the required fonts but expanded the color palette significantly. Some bright colors came from NIH’s brand, others were drawn from Native American textiles, beadwork, and regalia, with some overlap between the two. I balanced these bright colors with earth tones to honor the deep connection to the earth.
Bridged Indigenous and Western Perspectives
Wove together traditional Indigenous symbols with scientific design elements, recognizing that everything comes from the same source: the Creator, the universe, the natural world. Focused on universal themes that resonated across Nations: the medicine wheel, the three sisters (corn, beans, squash), Turtle Island, the four sacred medicines (tobacco, cedar, sage, sweetgrass), the four seasons, four directions, and native plants, trees, and animals. Avoided tribe-specific imagery and anything created to simply “look Indian.”
Centered Respectful Representation
Wrote detailed guidelines for designing respectfully for Native audiences, covering everything from photo selection (showing Native people in everyday life, not stereotypical regalia) to respecting ceremonial imagery to ensuring authentic diversity representation. Avoided stock imagery designed to look “Indian” and rejected overly simplistic representations. Presented multiple design options to THRO leadership throughout the process and iterated based on their feedback.
Documented the Complete System
Created comprehensive brand guidelines covering logo use, co-branding, typography, color systems, accessible color contrast, design approach, photo guidance, iconography, and design elements. Included extensive cultural sensitivity guidance to help future designers work respectfully with AI/AN communities and understand the depth of meaning woven into every aspect of their lives.
Impact
Reflection
This project taught me that designing for diverse communities means rejecting both stereotypes and false universalism. I couldn’t create one visual language that perfectly represented hundreds of distinct Tribal Nations, but I could create a foundation rooted in research, respect, and collaboration. The work required constant humility: presenting options to THRO leadership, listening to feedback, iterating. Understanding that meaning and symbolism are woven into everything in Native cultures taught me to look deeper and recognize authentic representation versus surface-level stereotypes. The most valuable skill I developed was knowing when to research more, when to ask for guidance, and when to present options rather than assume I had the answer. This experience showed me that the best design systems for sensitive work don’t try to be perfect or complete. They create a respectful foundation and build in processes for learning and iteration as communities and needs evolve.