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CrossChx
CrossChx (known today as Olive) offered a wide range of technologies and services designed to streamline the patient intake process and consolidate information into a single source of truth for health systems and medical practices. The business later evolved to automate administrative tasks with AI and machine learning.
Industry
Healthcare Tech
Work
Visual Identity
Videography
Photography
Sales Enablement
Email & Landing Page Design
Social Media
Print Management
Brand identity
After Series B, CrossChx reached a major funding milestone and began rapidly growing its team. I joined as the second designer, quickly adapting as the business pivoted. I collaborated with the Senior Designer to build and define the brand, which underwent several evolutions.
During my time, we experimented with a range of purples and blue tones, incorporating illustrations, and playful, cheeky language. We kept our guidelines flexible—creating a focused identity board for guidance and room for exploration. You can see the inspiration for the Olive logo in the Queue product branding (later retired in 2017). In 2015, this was a bold departure from the typical healthcare tech look, generating attention and buzz in the local startup world.
Throughout this page, you'll see a blend of Olive and CrossChx branding. I was part of the company during a pivotal period of growth and brand exploration—many of the pieces here reflect that journey.
The Future of Healthcare
With limited budget and resources, our marketing team wanted to make a brand video that was evergreen—not focused on selling a product, rather the future of healthcare and how Olive was helping to build that.
Our creative team worked together to create a storyboard utilizing a mixture of in-house videography and stock video work. We carefully crafted a script and visuals that felt empowering and aspirational. Through the rebrand this video still held water generating 6.5K views—their highest viewed video ever.
Social Media
Social media became a key platform for experimenting with branding and content types. I helped lay the foundation for our social media strategy, while also guiding and providing feedback to interns on the images they designed. Additionally, I contributed to shaping the strategy and design concepts for the ad campaigns.
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