Brand Evolution for Medallion 2023
When I joined Medallion, the existing visual identity was beginning to strain under the needs of a growing B2B healthcare technology company. As the primary marketing designer, I was applying the brand across an increasingly broad mix of campaigns, digital experiences, sales materials, events, and internal initiatives—and the system needed more flexibility, consistency, and maturity.
In late 2023, I led an evolution of the visual brand to create a more scalable system for the company’s next stage of growth. Rather than starting over, the goal was to preserve recognizable elements of Medallion while refining the identity to feel more distinctive, cohesive, and enterprise-ready.
The evolution focused on five areas:
Modernization: Refine the visual language to create a more contemporary and differentiated presence in the healthcare technology space.
Consistency: Build a clearer system for applying the brand across channels, teams, and formats.
Personality: Introduce more warmth and character while remaining credible within an enterprise healthcare environment.
Versatility: Expand the visual toolkit so the brand could flex across everything from campaigns and social content to web, presentations, and events.
Enterprise readiness: Create a more sophisticated and structured expression of the brand as Medallion moved further into the enterprise market.
Role: Senior Brand Designer
Focus: Brand Strategy · Visual Identity · Design Systems
