Olive—Brand Refresh

Responsibilities: Art Direction, Brand & Identity, Design Systems, Asset Library

I led the company-wide brand identity for Olive AI, a $4B healthcare AI company, from initial rollout through its application across every major marketing surface. The refresh coincided with Olive earning a spot on Fast Company's World's Most Innovative Companies list in 2022.

Guidelines alone don't build a brand. To get employees to actually engage with the identity rather than just see it, we built a marketing kit: social content, employee swag, branded Zoom backgrounds, presentation templates, icons, an internal photoshoot, and a one-page cheat sheet on how to talk about Olive's mission and purpose.

That same system became the foundation for Olive's new website. The build surfaced a real design problem: Olive's value lived in processes customers couldn't see. So we developed a custom illustration style built to make the invisible visible, extending the brand into territory the guidelines alone couldn't cover.

From there, the identity carried through every marketing surface: a mobile site, product launch and recruitment campaigns, quarterly catalogs, event experiences, sub-brand spinoffs, and a social presence built from the ground up.