Scaling PHFE WIC's Presence Through
​Branded Environmental Graphics

Situation
​and Challenge

Solution and Execution

Scale and Impact
PHFE WIC is the largest Women, Infants, and Children (WIC) agency in the United States, serving nearly 200,000 low-income individuals monthly across Southern California. WIC provides healthy food, nutrition education, breastfeeding support, and connections to health and educational resources. Despite operating 27 high-traffic physical locations, the clinic storefronts lacked engaging visual identity, featuring outdated, damaged, or minimal graphics beyond standard door logos. This failed to reflect the warm, supportive environment inside the clinic or represent the diverse communities served.
  • Goal: Establish an inviting physical brand presence across 25 clinic locations to build trust, boost community familiarity, and encourage program enrollment.
I led the visual strategy, production design, and installation mapping for the large-scale environmental graphics refresh across 25 storefronts. This process included:
  • Developing custom, high-contrast window decals using relatable, diverse imagery and warm, concise messaging tailored to local demographics, while maintaining brand identity
  • Evaluating physical site constraints for each location, balancing window tint, interior visibility for clinic staff, natural light, and color contrast for readability
  • Creating detailed site mockups and installation guides to align internal leadership, clinic managers, and warehouse execution teams, ensuring seamless vendor coordination from draft to final installation
  • Integrating agency logos, office hours decals, clear directional signage, and multilingual messaging on entryways to improve the participant arrival experience
  • Successfully deployed environmental branding to 25 physical clinics, modernizing the public footprint for a WIC agency serving 200,000 monthly participants
  • Replaced sterile storefronts with a warm, professional aesthetic that reduces stigma and makes health services feel accessible and empowering
  • Delivered a complete unified signage system on time and within budget, managing complex multi-stakeholder feedback loops without sacrificing design integrity
Picture

Obama WIC Center - Completed Storefront Refresh

8th Street WIC Center - Hallway

Wilmington WIC Center - Close up view of poster decals
Picture

Wilmington WIC Center - Completed Storefront Refresh

Mockups displaying WIC storefront poster decals