Hinge Health
Hinge Health is a digital health company focused on getting members moving and back to doing the things they love in life. After a significant amount of company growth it was clear that we needed to evolve, focus, and scale Hinge Health’s brand and expression. Through a combination of in-house and agency work we went through a full rebrand over five months. I lead the Commercial Creative team as a part of this rebrand.
We approached the rebrand as an opportunity to evolve, unify, and scale our identity across five different creative teams, three marketing groups, product design, and additional ancillary company teams.
To unify and evolve the brand we created multiple specialized teams to explore and refine channel extensions, focus areas of expression, and audience specific solutions. Working with Bruce Mau Design, we created the brand guidelines, sales enablement toolkits, a digital resource library, and internal education pieces to build enthusiasm across the company.
Sr. Creative Director: Stephanie Yee
Sr. Art Director: Eric Suliga
Creative Ops Lead partner: Rae Brune
Lead Content Strategy partner: Mireya Peralez
Agency: Bruce Mau Design
Additional creative team members: Adam DeGregorio, Alejandro Alverado, Andy Parker, Clare Ortblad, Farid Safaie, Jason Hemerka, Jenny Ng, Jonathan Shin, Juliana Nagan, Kara Hieatt, Marie Gaillard, Melanie Manghinang, Meredith Lyon, Nick Watts, Rafael Ornelas, Rob Hiroshima, Wes Choi, Whitney Critten
Hinge Health solutions overview, directed by Alejandro Alverado
Website rebuild
Reimagined the full web experience to align with the new brand strategy. With a significant amount of tech and design debt this required us to start fresh with a new CMS, components, design system, and revised workflows. The new site included 12 template pages, 20 modules, and hundreds of pages to be updated (many through systematic automation). The results are a scalable we solution that is leveraged across two creative teams, four marketing teams, and the full engineering group.
Social Toolkit refresh
@HingeHealth
Flexible and scalable social library toolkit built for Enterprise Marketing with a full range of solutions for various channels and marketing functions. This library includes 11 templates with 3-5 versions each for data visualization, media announcements, member quotes, trivia, event marketing, and webinar announcements.
B2B email library
Custom email component library built from 30 modules, 8 templates, set of curated images all designed to be used in combination with one another. Library was built in Figma, coded for Pardot, and optimized for accessibility and mobile. This email library is utilized on the Enterprise Marketing side for Demand Gen, PR, Event Marketing, Content Marketing, Customer Success, and ABM.
The State of MSK Care
The State of MSK Care is an annual trends report showcasing data and insights in the digital health space for benefits leaders and employers. This thought leadership report is an anchor piece of content that is remixed and contextualized through the year.
Movement 2023
Movement is an annual conference hosted and organized by Hinge Health to bring the benefits community together to educate, inspire, and drive benefits leaders and employers toward investing in their employees health and well being. In 2023, this was the tentpole event of the sales cycle and brought together many layers of the market funnel.
