Project Overview:
Type: Brand Identity
Role: Lead Designer & Project Manager
Year: 2021-2022
Tools Used: Adobe InDesign, Illustrator, Photoshop, Figma
Background:
Before I was hired in July 2020, the Marketing team had outsourced an agency to put together their first version of the brand guidelines. While it worked for the time being, we noticed two main issues:
Employees weren’t following the brand guidelines because they weren’t well educated with the refresh; despite the effort that went into producing this first version, stakeholders continued using incorrect fonts, colors, and even illustrations (previous employees had bought a medley of illustration packs hence the disjointedness).
As Modern Health continued to scale, our brand began looking immature compared to that of other competitors. We wanted to continue down the road of creating a warm and welcoming visual environment, while being taken seriously as an enterprise-ready and clinical organization.
Objectives & KPIs:
With these two issues at hand and with the thought partnership of my manager(s), I developed a long-term plan that tackled an initial in-house brand refresh in 2021 during which we created templates for slide decks, one pagers, digital & print ads, billboards, email newsletters, event & campaign designs, and an overhaul of our website.
The following phase, in 2022, consisted of partnering with an external agency with which we developed a new logo, icons, photographs, fonts, colors, and other design elements, launched a completely new website with new content, and distributed these new guidelines to the entire company through road shows, a single source of information via Notion, and tutorial videos that new hires could reference. I also hired 1 Webflow developer and 2 design contractors so that they could assist in the rebranding of all existing assets.
H1 2022 Sprint Example:
Sprint 1: modernhealth.org landing page (March 30, 2022 - April 12, 2022)
Sprint 2: design guidelines (April 13, 2022 - April 26, 2022)
Sprint 3: homepage, request a demo, provider form (May 9, 2022 - May 22, 2022)
Sprint 4: resource primary, secondary, and tertiary pages / sprint 1 dev / batch 1 copy and assets (May 23, 2022 - June 5, 2022)
Sprint 5: product main page, product detail, consultant/provider / sprint 2 dev / batch 2 copy and assets (June 6, 2022 - June 19, 2022)
Sprint 6: deib, about us, careers landing / sprint 3 dev / batch 3 copy and assets (June 20, 2022 - July 3, 2022)
