Work · Case study
LifeSynch corporate rebrand for Humana
Corphealth was becoming LifeSynch—the behavioral health and wellness division of Humana—and needed a brand that said "we belong to a name you already trust" and "we're our own kind of expert." I led the rebrand end to end.
Click to view brand standards, logo, mailers, and member materials.
The story to tell
A subsidiary rebrand under a Fortune 500 parent is a balancing act: inherit trust without looking like a photocopy, and signal expertise without cold corporate distance.
What I made
Logo and identity system, brand standards, website, marketing materials, a z-fold capabilities brochure that spells EXPERT when closed, member collateral, and a procurement workflow for standardized print across the organization.
What it did
Cohesive rollout across the organization, a provider newsletter distributed to 11,000+ providers nationwide, and a capabilities brochure with nearly 20,000 views—the full project gallery is hosted here.
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