Live Well Network — Foundational Brand & Systems

Led the foundational brand and creative systems development for the Live Well Network, a startup lifestyle and wellness network launched across the ABC Owned Television Stations group. The work focused on establishing scalable identity, governance, and operating models during the network’s formative growth phase. Established the network’s core brand identity, visual standards, and creative operating model—defining how health-focused content would be expressed consistently across programming, platforms, and markets. Designed the creative direction, production frameworks, and governance structures required to support original programming, sponsor integration, and multi-market distribution. Partnered cross-functionally with editorial, production, marketing, and operations teams to align creative execution with real-world broadcast and organizational constraints. The Live Well Network served as an early blueprint for building scalable creative systems within a new network environment—experience that directly informed later digital-first and multi-platform brand initiatives, including Localish and Our America. The work established durable creative and operational patterns for launching and scaling new network brands within complex enterprise environments.