Redesigning this pocket primary care to be more HR focused.

Redesign for a New Audience

A primary reason for reworking this brand was to match the correct audience. When I was starting at Eden they were a customer-focused brand that appropriately looked like a bright and cheerful startup (lots of Google energy). The owners had found that most of their interactions and sales came through the HR departments of businesses offering Eden Health as a service and so we created a new brand to reflect that. More mature copy tones, a subtler color scheme, and the introduction of a primary serif typeface were some of the focuses of the redesign.

Animating a Brand

A great part of this redesign was my ability to make sure all the elements played into animation right from the start. With the animation elements in place right away I was able to make Edens materials consistently animated, from social ads to conference materials – movement was as important to the new brand elements as anything else.