Outcome Snapshot
Led a full-scale rebrand and marketing transformation for Vitalistics during an ownership transition—developing a new identity, messaging platform, and digital ecosystem that relaunched the brand, repositioned it for B2B growth, and shipped a full set of new deliverables in under 90 days.

The Strategic Challenge
Vitalistics, a Medicare-approved IDTF, needed a complete brand overhaul following a leadership and ownership transition. The challenge: evolve the brand from clinical and outdated to modern and trustworthy—without losing credibility with physicians, patients, or DME partners. At the same time, the site architecture, messaging, and visual identity all needed to support the shift toward digital self-service and prepare the company for growth into new verticals.

My Role
I owned the rebrand strategy from concept to execution:

• Led discovery and stakeholder alignment across leadership, product, and sales
• Developed the brand identity system, including logo, color palette, typography, and visual direction
• Created all brand messaging, positioning, and SEO foundation
• Directed a small team through execution of the website, support portal, and marketing collateral
• Oversaw phased launch strategy across digital channels and printed materials
• Built internal documentation and trained teams on ongoing brand governance

Strategy + Solution
We began with market research, customer analysis, and a brand audit to define the future positioning. From there, I delivered a system that balanced medical authority with patient and partner accessibility—creating a warm, credible brand grounded in purpose and performance.

I architected a digital ecosystem built around WordPress and a self-serve content model, allowing both the marketing and support teams to own their respective areas. Content strategy focused on conversion, trust-building, and multi-audience UX clarity.

The project included:

• Dual-site experience (Marketing + Help Center)
• Full corporate identity package with digital and print standards
• Modular collateral library for DME and physician partners
• Custom blog, form flows, and email marketing automation
• Built-in SEO schema, analytics, and performance tracking

Business Impact

• Relaunched the company with a full set of distinct branding and marketing deliverables
• Successfully transitioned the brand through ownership change without disruption
• Enabled marketing and support teams to manage content and outreach internally
• Improved clarity and conversion with segmented audience paths
• Differentiated the company from the previous market leader by emphasizing accessibility and modernity