AmerisourceBergen
Apollo Design System
OverviewAmerisourceBergen's internal design system, Apollo, had strong components — but no equivalent foundation for content.
The BetA robust content section would help our team of designers create in-product copy faster and build consistent experiences.
The GoalCreate a comprehensive content section that serves as the North Star for designers, offering best practices and guidelines for writing in-product copy.
Without shared content standards, every designer was writing in-product copy from scratch — inconsistent terminology, inconsistent tone, no scalable way to apply what worked before. On a B2B healthcare platform used by pharmacy technicians and hospital procurement teams alike, that inconsistency wasn't just a design nitpick: a confusing label in an ordering workflow can cause real operational errors.
What I Did01Created a project plan
Teamed up with the design system manager to create a project brief, define scope, and map out the project plan — then met with marketing, branding, and internal communications to align on how each team could contribute.
02Got the ball rolling
Reviewed AmerisourceBergen's brand management system, conducted 1-on-1 interviews with designers, and performed a thorough audit of content across three ecommerce products.
03Went from brand voice to product voice
AB's brand voice — energized, inspired, confident — didn't quite align with our users. So I created a product voice that defines what an app, a website, or a digital product produced by AB actually sounds like.
04Defined content principles
Framed our approach to creating content and making decisions — regardless of format, channel, or subject matter — setting the standard for clear writing and effective UX copy: purposeful, simple, consistent.
05Went on a roadshow
Presented the new standards to the design community of practice, IT Connect in 30, Comms (VP of Comms), and Marketing/Branding leadership (SVP of Global Brand, VP of Brand Strategy, and VP of Marketing).
The Apollo content standards are now live across the Digital Employee Experience (all 40,000+ AB team members), the AB Solutions Portal (for pharmacy owners), and the 3rd Party Marketplace (AB's ecommerce expansion into adjacent product segments).
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Writing Samples
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