Twill (formerly, Happify Health,
acquired by Dario Health)
Overview
Define and lead the Brand and Creative disciplines for a high-growth digital health technology company; building capabilities, process, teams and culture.
Corporate Rebranding
Naming, Re-Incorporation, Brand Architecture, Visual & Verbal Design Systems, Product Naming, Brand Playbook, Photography, Marquee Product Re-Design, Office Design, Mission, Vision, Values, Learning & Development Curriculum
Results
- Built and scaled a Brand Studio from 0 to 17 FTEs
- Initiated and led a corporate rebrand that drove a 50%+ increase in brand recognition, preference, and NPS within the first 90 days, resulting in the successful acquisition of multiple marquee clients
- Repositioned and trademarked key corporate IP, including product portfolios and GTM offerings, to strengthen brand identity and market differentiation
- Developed naming and brand positioning for the world's first Prescription Digital Therapeutic for Depression and Anxiety (Ensemble), to enter an FDA clinical trial
- Lead B2B and B2C marquee product re-designs (Twill Therapeutics, Twill Care)
- CB Insights Digital Health 150, 2x
Role — Chief Brand Officer
Brand System
Editorial Still Life (link)
Lifestyle Photography (link)
Communications Systems
New Product Origination (link)
Corporate Rebrand (link)
Consumer App Design
New Product Naming
B2B Branding
B2B Branding
B2B Branding
Custom Research (link to listen)