RVO Health Brand System

Role: Creative Director – Brand Development

Led the creation and implementation of the RVO Health brand system, establishing a unified identity and strategic design foundation to support rapid organizational growth and cross-functional execution.

Challenge
RVO Health launched as a joint venture between Red Ventures and Optum to build the largest consumer health and wellbeing platform in the U.S., serving well over 70 million people monthly across content, tools, commerce, and care experiences. The organization needed a cohesive brand that could unify disparate digital products, healthcare services, internal culture, external communications, and emerging business lines while signaling credibility in a complex category. 

Approach
I architected a strategic brand system anchored in clarity, flexibility, and shared truth. That included:

• Brand Identity & Guidelines: Defined core visual foundation, voice, tone, and usage rules that express RVO Health’s purpose and differentiate it in a crowded health landscape.

• BREAD Guidelines (Brand Rules for Experience And Design): A simple, principle-based framework that guides decision-making across digital, print, spatial, and social touchpoints. These guidelines live on the Brand Center site as a single point of truth for teams and partners, ensuring consistency at scale.

• Brand Center Site: Designed and launched a centralized brand home where teams access visual assets, component libraries, usage examples, templates, and governance rules — eliminating versioning issues and speeding execution.

• Cross-Functional Applications: Built the system to support every major facet of the organization:

• Website UI and component patterns

• Internal and external communications

• Office environmental design and signage

• Digital and print materials, including corporate event collateral and employee swag

• Social presence and campaign frameworks

• All-team meeting presentation templates

• Integration with company core values and culture narratives

Throughout development, I collaborated with product leaders, engineers, content strategists, HR, and ops to ensure the brand was not aesthetic only — it functioned as a business tool that could scale with the organization’s evolving needs.

Outcome
The brand system positioned RVO Health with a clear, differentiated identity that supports both consumer trust and internal alignment. The Brand Center functions as the single source of truth for how the brand should look, feel, and behave across all mediums, significantly reducing ambiguity and accelerating go-to-market workflows across teams and external partners.

From campaigns to corporate events, office interiors to social channels, the system delivers a consistent representation of brand values and purpose. Templates and integrated design assets have become foundational to execution rhythms, strengthening internal cohesion and external perception.

By grounding design decisions in purpose and practical rules, the RVO Health brand now scales with organizational ambition and complexity — enabling sustainable growth and a unified experience across every platform and interaction.