Hive Healthcare: A Brand Design So Impactful, They Kept Me On

Brand & Website Design - 2023

OVERVIEW
I collaborated with 2 senior designers to redesign a Bay Area healthcare company to elevate its market presence and clarify its value.

Even though the project was canceled post-handoff due to budget constraints, the company retained me as a freelance designer—proof of the lasting impact of my work.

MY ROLE
As a Brand Designer, I collaborated with 2 other senior designers for this project.

The healthcare company struggled with an outdated brand identity that failed to effectively communicate its value and connect with its audience. In addition to a full rebrand, they considered changing their name to better align with their mission. A new visual identity, website, and marketing assets were needed to elevate their market presence.

PROBLEM

I collaborated with two senior designers to develop a modern, cohesive brand that reflected the company’s core values of community and support. Our work included a refined brand identity, an updated website for better engagement, and strategic social media assets.

SOLUTION

This project allowed me to apply my expertise in product branding and digital design to a real-world business challenge. Although the project was canceled post-handoff due to budget constraints, the company retained me as a freelance designer—demonstrating the lasting impact of my work.

RELEVANCE

To ensure a thoughtful and effective rebrand, we conducted:

  • Competitive Analysis to identify differentiators and industry best practices.

  • Stakeholder Interviews to align the brand with business goals and customer needs.

  • User Experience Research to improve website structure and communication.

RESEARCH

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The new brand identity aimed to visually communicate community and support, reinforcing the company’s mission:

BRANDING

LOGO

COLORS

TYPOGRAPHY

The website redesign focused on clarity and engagement:

  • Intuitive navigation for a seamless user experience.

  • Visually compelling layouts to highlight services and values.

  • Improved accessibility and responsiveness across devices.

WEBSITE

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To reinforce the new brand identity, we designed social media ad campaigns featuring:

  • Messaging that aligned with the company’s mission and core values.

  • Visually compelling graphics that increased brand awareness and engagement.

  • Adaptable templates for scalable and consistent marketing efforts.

SOCIAL MEDIA ADS

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This project reinforced the importance of designing a flexible yet cohesive brand that aligns with a company’s evolving identity, values, and market needs—proving that thoughtful design creates lasting impact beyond project completion.

  1. Brand identity goes beyond visuals

    Ensuring the logo and branding reflected the company’s core values was crucial to building trust and relatability.


  2. Flexibility in branding 

    Designing for a possible name change required strategic thinking to maintain continuity while embracing change.


  3. Real-world constraints matter
    Despite the project’s cancellation, delivering strong design work led to ongoing collaboration with the company.


  4. Strategic design has lasting impact
    The company’s decision to keep me as a freelance designer highlighted the long-term value of thoughtful branding.

LEARNINGS