Case Study
Reimagining a Health Brand
The Challenge
When I joined ZOE as VP of Brand Marketing, one thing was clear: our brand needed to catch up to our ambition. We were gaining traction and reaching a broader audience, but our identity—clinical, jargon-heavy, and overly scientific—didn’t reflect who we were or the people we served. As a first-of-its-kind company, we needed a brand that captured our scientific credibility and our human heart.
The Approach
I led a full-scale rebrand in partnership with agency Ragged Edge, aiming to balance ZOE’s scientific leadership with emotional resonance—especially for our core audience of midlife women.
Working closely with our cofounders, design team, and key stakeholders, we reimagined every element: logo, color palette, typography, packaging, brand narrative, and tone of voice. We rolled the new identity out across digital, social, and internal channels—with a roadmap to expand into product and in-app experiences.
The new brand landed with warmth and clarity. Consumers, press, and influencers embraced the refreshed identity—and our redesigned continuous glucose monitor (CGM) patch became a powerful storytelling tool, helping us show up in lifestyle moments across social.
The rebrand gave us a flexible, memorable foundation to grow from. It supported the successful launch of new business lines, including our Gut Shot collaboration with M&S and our Whole Food supplement, and helped ZOE show up as both a leader in science and a brand people connect with.
The Outcome
Learnings
Driving a rebrand of this scale—entirely remotely due to COVID—required a different kind of leadership. With stakeholders across disciplines and varying levels of brand fluency, getting to alignment took time, structure, and patience.
Next time, I’d establish a formal working group early and prioritize key milestones happening in person. A shared room can go a long way in building momentum and making decisions stick.