BRAND TRANSFORMATION | IN-HOUSE VISUAL LEAD | ENTERPRISE ROLLOUT

Alegeus Brand Transformation

After two decades supporting clients from behind the scenes, Alegeus, a B2B healthcare fintech serving health plans, banks, and third-party administrators through a white-labeled platform, needed a brand that could step forward as a category leader, scale across an in-house design team of one, and support the launch of a new corporate website. Alegeus marketing leadership and the agency Simple Truth owned brand strategy, positioning, and voice; Simple Truth developed the new visual identity. I led the in-house visual side, approving and applying the new identity across every surface and rolling it out across 30+ stakeholders across teams.

The Approach

Competitive visual research
Conducted a formal visual audit of key competitors and adjacent brands, analyzing how they used visual language differently across B2B and B2C audiences. Findings were presented to both Simple Truth and Alegeus marketing leadership and informed how the new visual identity would differentiate Alegeus in the market.
Brand evolution
Alegeus marketing leadership and Simple Truth led brand strategy, positioning, and voice. Simple Truth developed the new visual identity. As the in-house design lead, I participated in input sessions with Simple Truth throughout the identity development process and partnered closely with both the agency and marketing leadership to ensure the new visual system was aligned with our vision and executable for a one-person creative team.
Asset audit (with 30+ stakeholders across teams)
Conducted a comprehensive audit of existing tools and assets across marketing, comms, sales, product, operations, IT, and HR. Prioritized rollout by impact and dependency so the most visible touchpoints were transitioned first.
System building
Translated the new brand into templates, components, and guidelines designed for non-designer hands across the company, so marketing, comms, sales, and HR teams could produce on-brand work without designer involvement.
Website collaboration
Partnered with Simple Truth on the new corporate website's visual application, contributing assets, illustrations, and brand fidelity through build and QA.

Impact

New corporate website saw bounce rate decrease 2% and engagement time increase more than 60% post-launch (per Simple Truth's reported results).
Worked with 30+ stakeholders across internal teams on updating 30+ tools and 100+ assets.
Templates and guidelines that enabled marketing, comms, sales, and HR teams to produce on-brand work independently.
Rebrand absorbed into a company that continued to grow throughout the rollout (200 → 900+ employees over my tenure) without missing a creative beat.