McKesson

Staying Ahead of the Curve

Refreshing a healthtech pioneer's brand for a modern, competitive landscape

Project
RelayHealth Brand Refresh

Role
Creative Direction
Brand Strategy
Visual Design
Messaging Strategy

Objective
By 2013, RelayHealth had reached a pivotal inflection point. The healthcare technology space was becoming increasingly competitive, and the decade-old brand no longer reflected the company’s evolving vision or stood out in a shifting market. Marketing leadership recognized that staying relevant would take more than a visual update. They needed a unified strategy that could cut through the noise and reestablish RelayHealth’s position as a category leader in a digital-first, content-driven world.

Solution
I led a comprehensive brand refresh grounded in strategic insight. Through stakeholder interviews, competitive audits, and customer feedback, we identified clear opportunities for differentiation. These findings shaped a revised brand platform and messaging framework centered on RelayHealth’s core promise to provide secure, seamless connectivity across the healthcare ecosystem.

While we retained the original logo to preserve brand equity, we introduced a flexible, modern identity system that improved consistency, enhanced recognition, and created room for growth. The result was a future-facing brand that sharpened RelayHealth’s position and unified internal teams around a more resonant story.

Brand Elements

Before & After

Brand Activation

Lead generation email (tablet) and landing page (desktop and mobile)

Landing page (left) and case study (right)

Blogpost article

Social media posts

RelayHealth Solutions Folio

With the brand refresh complete, our first major initiative was to translate the new strategy into a practical toolset: a concise, well-structured collection of solution briefs to help customers make sense of an often opaque healthcare IT landscape. The folio was designed for use by sales teams at events and conferences and served as a digital download in targeted marketing campaigns.

Partnering with a content strategy agency, I led the visual and experiential design of the series, which included individual solution-line one-pagers and an overview brochure outlining RelayHealth’s complete suite of offerings. The final folio was built for both print and screen, enabling flexible use across acquisition, education, and engagement channels.

The Engaged Patient eBook

Building on the momentum of the Solutions Folio, we developed a deeper, second-stage publication for healthcare leadership: The Engaged Patient. This 33-page guide explored how RelayHealth’s approach to meaningful patient engagement could drive long-term impact within hospital systems.

Created in collaboration with a content marketing agency and my in-house team, the guide combined clear, accessible language with infographics and real-world strategies tailored to the needs of healthcare IT and information exchange leaders. Within four months, it became the most downloaded publication in RelayHealth’s fifteen-year history, solidifying its role as a standout asset in the company’s thought leadership efforts.

Outcome

The brand refresh realigned RelayHealth's presence in a crowded market, reinforcing its leadership position while enabling new content, campaigns, and tools that resonated with the company's audiences. The Engaged Patient eBook alone became the most downloaded asset in company history, helping cement the brand's voice in healthcare IT.