Bringing a stalled rebrand home, and giving it meaning

Two fragmented brands telling two different stories.

Teladoc Health was operating with two distinct visual identities — one for consumer audiences, one for B2B — the legacy of a company that had grown fast through acquisition. That split was creating a fragmented brand story at exactly the moment the business needed a single, confident identity people could recognize anywhere.

Brought the identity in-house when the agency fell behind, then built a system with meaning in it.

Superunion did the initial branding work, but the engagement ran over budget and behind schedule, so we brought it in-house. I took it the rest of the way hands-on — modifying the direction into something the CMO stood behind, and giving the colorful, overlapping shapes an actual rationale instead of decoration: they signify people's health information and the uniqueness of each person's life, with Teladoc Health positioned to propel people forward into whatever's next — "Care for what's next." The taglines and copy system were my team's, and the design system that carried this identity into the product itself — color, type, components, the whole library — was also my team's work, directed by me and executed by Liz Stynchcomb.

Design credits: Liz Stynchcomb (design system execution), Piper Gleadhill (top designer on Teladoc brand work).

From a simple telehealth company to a whole-person virtual care company.

The rebrand achieved the key objective it was built for: repositioning Teladoc from a simple telehealth company into a whole-person virtual care company. On the consumer side, the new identity drove awareness of the full breadth of care options now offered. On the B2B side, it drove awareness with employers, health plans, hospitals, and health systems of the company's scale, offering, and differentiation versus competitors.