Role
- Art Director, Branding lead
Contribution
- Art direction
Users
- Individuals and families applying for Medicaid, SNAP, or TEA
- Arkansas residents renewing benefits or reporting changes
- DHS employees
Client
- Arkansas Department of Human Services (DHS)
The Challenge
The Arkansas Department of Human Services was preparing to launch ARIES, a new integrated eligibility platform replacing outdated systems (ANSWER and Curam) to better serve Arkansans applying for Medicaid, SNAP, and TEA. The technology overhaul required a unified, modern brand identity that could build public trust, work across two distinct portals (public-facing and worker-facing), and integrate seamlessly into the broader DHS visual ecosystem.
Task
I was brought on as Art Director to lead the creation of a visual and content brand system for ARIES and Access Arkansas that was strong yet approachable, and simple, classic, and timeless in its design language. My goal was to guide the branding process from workshops through final deliverables, ensuring the identity worked across all touchpoints while aligning with DHS’s mission and accessibility standards.
Moodboard
Brand Colors
Final Logo
Action
- Facilitated branding and content workshops with the client to define desired visual language, tone of voice, and key messaging.
- Co-authored the Brand Statement to anchor all design and communication decisions.
- Contributed in creation of moodboards and style boards to visualize brand direction and secure stakeholder alignment early.
- Contirbuted in logo designs, wordmarks, and symbols that respected the DHS brand hierarchy while establishing ARIES as a forward step in the state’s identity system.
- Oversaw the development of comprehensive brand guidelines, including typography, color palettes, imagery, and UI patterns, ensuring a consistent experience across both the Citizen Portal (Access Arkansas) and Worker Portal (ARIES).
The Result
The launch of ARIES introduced a unified, modern brand identity that elevated the credibility and approachability of Arkansas’s public benefit systems. The cohesive visual and content strategy strengthened trust with citizens while providing DHS staff with a clear, consistent framework for communication. With the new branding in place, the statewide rollout in December 2020 replaced legacy systems seamlessly, improving usability for both residents and DHS employees and reinforcing ARIES as a reliable, compassionate public service.
Contact me
© Zeinab Mohtadi 2025 | Digital Product designer, UX/UI
Email: zmohtadi@gmail.com
Linked In: in/zmohtadi
Dribbble: dribbble.com/zmohtadi