Lead Visual Designer
Hinge Health
2022 to 2024
Turn a major rebrand into a scalable commercial and web system
Brand systems, web governance, accessibility, and growth journeys
A rebrand only creates value when teams can use it.
A rebrand only creates value when an organization can use it. I joined Hinge Health during a major identity shift and led the translation of that direction across ERG sub-brands, sales materials, research reports, commercial programs, and internal templates.
As my role shifted toward web, I aligned brand intent with repeatable digital patterns. The work gave design, marketing, and engineering a shared language they could extend without reinventing every page or campaign.
I treated the website as an operating system, not a collection of pages.
I treated the website as an operating system, not a collection of pages. I led working sessions across design, marketing, and partner teams to identify where the system was slowing decisions and creating drift.
That audit turned a broad redesign problem into a prioritized roadmap. I focused first on patterns with the highest downstream cost: component inconsistency, accessibility gaps, responsive behavior, and handoff friction. Clearer standards and documentation made the system easier to ship and govern.
I pressure-tested the system in high-intent journeys, including resource discovery, the physical therapy glossary, demo-request flows, and Women's Pelvic Health. Across each, the decision rule stayed the same: make complex care content easier to discover, understand, and act on.
The strongest outcome was a clearer connection between expression and execution.
The strongest outcome was operational, not ornamental. The work created a more coherent foundation across brand, commercial, and web, even as individual initiatives moved at different speeds.
The durable value was a shared language: practical patterns, documented decisions, and a clearer way for cross-functional teams to carry the brand from an idea into the experiences people actually used.
