Reimagining a Health Brand

The Challenge

When I joined ZOE as VP of Brand Marketing, one thing was clear: our brand lagged behind our ambition. We were generating momentum and reaching new audiences, but our identity felt clinical, jargon-heavy, and distant. We needed a brand that matched our scientific rigor and our human side—especially for the midlife women we serve.

The Approach

I led a comprehensive rebrand in collaboration with Ragged Edge and in close partnership with ZOE’s cofounders, design team, and key stakeholders. Our goal was simple: balance scientific leadership with emotional resonance.

We reworked every touchpoint—logo, colors, typography, product packaging, brand narrative, and voice. We rolled out the new identity across digital, social, and internal channels first, with a roadmap to expand into product and in-app experiences.

The Outcome

The refreshed identity landed with warmth, clarity, and resonance. Audiences, press, and influencers embraced it. Our redesigned continuous glucose monitor (CGM) patch became a visual storytelling tool—integrating into lifestyle moments across social media.

The rebrand provided a flexible, memorable foundation that supported the launch of new business lines (such as our Gut Shot with M&S and our Whole Food supplement). More importantly, it allowed ZOE to show up as both a leader in science and a brand people connect with.

Learnings

  1. Shared ownership accelerates adoption. When team members feel part of the rebrand, rollout becomes smoother.

  2. Visual, workshop-driven decisions stick faster than ones buried in memos.

  3. Use product artifacts like the CGM patch as living brand touchpoints. They help bring identity into real life, not just on screens.

  4. Remote execution demands structure — consistent rhythms, check-ins, and clear decision gates keep momentum from stalling.

  5. Prioritize internal alignment before scale. The stronger the internal foundation, the better the external reception.