Max Pfennighaus
About & contact

Johnson & Johnson

Corporate brand leadership, systems, and transformation

At Johnson & Johnson, I led creative direction for the corporate brand, guiding a five-person design team and an extended team of twelve. We built and governed the systems that carried the identity across a complex global organization—from master standards and specialized playbooks to digital experiences, corporate communications, environments, and motion.

I also helped define the transformation strategy for the enterprise rebrand and select the external design partner, establishing the foundation for the company’s next visual identity.

Johnson & Johnson identity applications across objects and environments
A consistent visual language made the identity recognizable across applications while leaving room for different audiences and contexts.
Johnson & Johnson brand purpose applied across print and digital media
Overview of the Johnson & Johnson identity toolkit assets
The toolkit unified logo, color, typography, imagery, illustration, voice, and composition without reducing the brand to a single expression.
Johnson & Johnson brand color palette guidelines
Johnson & Johnson typographic spacing guidance
Color and typography rules created consistency while preserving expressive scale and hierarchy.
Accessible color combinations from the Johnson & Johnson design system
Accessibility standards made inclusive communication a foundational part of the system.
Johnson & Johnson brand documentation system
A master guideline connected specialized playbooks for digital, components, writing, motion, and accessibility.
Johnson & Johnson campaign posters and communications
A shared composition system gave corporate communications a recognizable voice across formats.
Johnson & Johnson digital experiences shown across devices
Johnson & Johnson Innovation consumer health webpage
Johnson & Johnson MedTech webpage
Shared digital guidance created recognizable experiences across Innovation, MedTech, and other business contexts.
Johnson & Johnson environmental signage system
Sculptural heart installation in a Johnson & Johnson interior
Johnson & Johnson reception area with illuminated architectural details
The identity extended into workplaces through signage, materials, environmental graphics, and branded spaces.
Animated Johnson & Johnson digital navigation system
Motion principles established a consistent rhythm for navigation, composition, and transition.
Animated Johnson & Johnson motion graphic using the brand pattern system
The final two examples reflect the new Johnson & Johnson brand, developed by the selected external design partner.
Johnson & Johnson reception space with a red feature wall
My role focused on transformation strategy and partner selection.