McKesson

Staying Ahead of the Curve

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

Project
RelayHealth Brand Refresh

Medium
Integrated Branding

Role
Creative Direction
Brand Strategy
Visual Design
Messaging Strategy

Year
2014

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 rapidly 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 reinforce the company’s position as a category leader, fully adapted to a new landscape of digital, social, and content-driven channels.

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

We retained the original logo to preserve existing equity, but introduced a more flexible identity system designed to elevate the brand across modern channels. The refreshed system improved consistency, reinforced brand recognition, and created space for future growth. The result was a forward-looking brand that sharpened RelayHealth’s market position and unified teams around a clearer, more compelling narrative.

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

Tradeshow booth elements

Interactive touchscreen kiosk for tradeshows and conferences

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.