Client:
Leal Health, the leader in AI-powered cancer treatment journey optimization, is redefining how patients access, understand, and adhere to advanced oncology treatments.

Challenge:
Leal Health needed a full rebrand to align its outward identity with its ambitious mission: democratize access to cutting-edge cancer treatments and empower patients at every step of their journey. The challenge lay in transforming a highly technical, data-driven platform into a brand that felt human, hopeful, and deeply supportive, without compromising credibility in the scientific and medical space.

Creative Solution:

As Lead Creative Director, I led a brand transformation that balanced rigorous data and emotional storytelling. We built a new visual and verbal identity system from the ground up, grounded in empathy and clarity. The redesigned logo, color palette, and typography conveyed warmth and trust, while the new content language turned complex medical language into accessible, empowering narratives. This identity was applied across all channels — from digital product to awareness campaigns — to form a consistent and meaningful patient-first experience.

Impact:
The rebrand had immediate and measurable impact:

• 60% growth in patient community engagement

• 4X return on ad spend (ROAS) on paid campaigns

• 2X company revenue growth during my tenure
  The creative direction helped position Leal Health not just as a tech solution, but as a trusted companion on the cancer journey — elevating both patient trust and business performance.

Key Contributions:

• Creative Leadership: Directed the end-to-end creative process, from ideation to execution, ensuring the rebrand expressed Leal Health’s patient-first mission at every touchpoint.

• Hands-On Execution: Personally led concept development, design iterations, and content creation for a cohesive, effective visual and verbal identity.

• Visual Identity: Redesigned the logo, color palette, typography, and scalable design systems to project hope, trust, and accessibility.

• Content Language: Established a simplified, empathetic voice for communicating complex medical ideas in a clear, human way.

• Team Collaboration: Orchestrated cross-functional teams of designers, writers, strategists, and developers, keeping creative integrity high from start to finish.

• Strategic Rollout: Led the multi-channel implementation across digital platforms, marketing materials, internal communication, and patient tools.