How do you reassure customers that you're in their corner? That, no matter what, their health is what matters most? This project required me to put words to milestone decisions CVS has made over the past 15 years to better the lives of the millions we serve. What we made were in-store billboards that would surround the perimeter of new store locations, meaning brevity and visual impact was key. Nevertheless, the statements had to carry a tone that imbued warmth and compassion.
