A Bay Area-based healthcare startup. The company approached me and two senior designers with a clear goal: to modernize their outdated identity and better reflect their mission of building community-driven, compassionate care. My role included co-leading the rebrand, redesigning the website, and creating scalable marketing assets to help them connect with families and caregivers more effectively.
Role:
Brand & Web Designer
Industry:
Healthcare
Duration:
12 weeks
Challenges
Outdated Brand Identity: The existing visuals and messaging didn’t reflect the warmth, professionalism, or community-centered values of the company.
Potential Name Change: The company was exploring a rebrand that might include a name change, which required flexible yet recognizable design solutions.
Need for Scalable Assets: They needed adaptable marketing and web assets to elevate their presence without overhauling operations or internal systems.
My Approach
Discovery Phase
Competitive Analysis: Researched local and national senior care brands to identify design gaps and effective positioning strategies.
Stakeholder Interviews: Worked closely with the founders and internal team to understand their mission, goals, and audience pain points.
UX Research: Audited the existing website to pinpoint friction points in messaging, structure, and accessibility.
Design and Development
Visual Identity Design: Co-developed a brand identity that balanced modern simplicity with warmth and trust through approachable typography, a soft but vibrant color palette, and an evolved logo system that supported both current and future naming.
Brand Style Guide: Created a guide to ensure internal consistency across print, web, and social assets.
Website Redesign: Developed a clean, accessible website layout with improved navigation, clear service communication, and mobile responsiveness.
Social Media Templates: Designed branded templates for social campaigns and ads that communicated their values of support, trust, and connection.
Testing and Iteration
User Feedback Rounds: Conducted collaborative reviews with the internal team to validate usability, visual tone, and brand clarity.
Flexibility Planning: Designed brand elements with modularity in mind to ensure seamless future updates or naming shifts without losing recognition.
Results
Although the full rebrand was paused due to budget constraints shortly after the handoff, the strength of the design work led Hive Healthcare to retain me as their freelance designer. I continued to support them with marketing design and brand expansion materials, demonstrating the lasting value of thoughtful, strategic design even in a fast-changing operational environment.
Future Plans
While my official work with Hive Healthcare has wrapped, I remain proud of the foundation we built together. The visual and strategic clarity we introduced continues to guide their outreach, and I’m always open to future collaborations as they scale their mission in healthcare.
Conclusion
This project reinforced the impact of brand strategy in sensitive, trust-based industries like healthcare. By combining emotional intelligence with clean, modern design, we helped Hive Healthcare reconnect with their audience and stand out in a crowded, often impersonal market.
