Healthcare SaaS · Growth · Rebrand
One of three designers. Eighty-nine thousand visitors a month.
I joined AdvancedMD in October 2011 as a staff designer on a seven person marketing team. The platform was already operating at significant scale — over 89,000 unique monthly visitors with 55,000 of those active prospects in the conversion funnel. Design decisions had real consequences from day one. Over four years I grew from individual contributor to Design Manager, led a team, and guided the brand through one of the company's most significant transitions.
Company
AdvancedMD
Role
Web Master / Design Manager
Timeline
2011 — 2015
Disciplines
Web · PPC · Print · Rebrand · Team Leadership
Designing at the bottom
of a high-stakes funnels
Every decision was made with one goal: move a busy healthcare professional from curiosity to demo request with as little friction as possible.
A month of interviews
became one diagram
A single diagram that made an invisible process visible. The CMO adopted it as the team's reference document going forward.
From staff designer
to building the team
I owned the entire website, was responsible for web traffic performance, and hired two designers to support the growing workload.
A new identity.
Thirty days to get it live.
A new brand identity, the hummingbird mark, new color system, new typography, needed to be implemented across a website.
One mark, built to scale
across every context.
The hummingbird identity had to work everywhere the brand showed up, from a website header to a single-color print application.
Four years of building something bigger than the job description
A brand transitioned through a major acquisition without losing momentum.
Making the brand tangible
Branded merchandise turned the hummingbird from a mark on a webpage into something people carried with them at conferences and partner events.
THE WORK
Designing at the bottom
of a high-stakes funnel
AdvancedMD was generating over 89,000 unique monthly visitors with 55,000 active prospects in the funnel. I designed the PPC landing pages, lead capture experiences, and campaign assets that sat at the bottom of that funnel. Every decision — form placement, visual hierarchy, photography, CTA language — was made with one goal: move a busy healthcare professional from curiosity to demo request with as little friction as possible.
The System
A month of interviews
became one diagram
Marketing was generating leads through a dozen different channels, and almost no one outside my team could explain where they actually went after that. I spent a month interviewing every team that touched a lead, from sales to marketing operations to support, and mapped the entire journey from first touch to closed account. The result was a single diagram that made an invisible process visible. The CMO adopted it as the team's reference document going forward.
Read The Deep Dive
The growth
From staff designer to building the team
Three years in I was promoted to Web Master and Design Manager. The scope changed immediately — I owned the entire website, was responsible for web traffic performance, and hired two designers to support the growing workload. It was the first time I built and led a creative team, and it established something I've carried into every role since: the work gets better when you build the right people around it.
The rebrand
A new identity.
Thirty days to get it live.
When ADP sold AdvancedMD to Marlin Partners in 2015, the rebrand came with a hard deadline. A new brand identity, the hummingbird mark, new color system, new typography, needed to be implemented across a website serving over 89,000 unique monthly visitors, 55,000 of them active prospects. I led the digital implementation, translating the new identity across every web touchpoint while the business was still running at full volume.
The system
One mark, built to scale
across every context
Horizontal, stacked, single-color, reversed. The hummingbird identity had to work everywhere the brand showed up, from a website header to a single-color print application. Documenting every lockup variant up front meant nobody downstream had to guess.
A color system built for production,
not just screens
Every brand color was documented in CMYK, RGB, and hex so the identity stayed consistent whether it printed on a brochure or rendered on a phone screen. That level of specification is what lets a brand survive contact with a print vendor.
Primary Color Palette
CMYK 0, 45, 99, 0
RGB 249, 157, 30
HEX #F99D1E
CMYK 17, 81, 94, 6
RGB 196, 80, 46
HEX #C4502E
CMYK 83, 51, 0, 0
RGB 42, 117, 187
HEX #2A75BB
CMYK 66, 65, 66, 66
RGB 47, 43, 40
HEX #2F2B28
Secondary Color Palette
CMYK 66, 26, 100, 9
RGB 99, 140, 61
HEX #638C3D
CMYK 76, 45, 73, 38
RGB 54, 86, 67
HEX #365643
CMYK 99, 76, 29, 14
RGB 16, 73, 118
HEX #104976
CMYK 59, 13, 2, 0
RGB 92, 180, 225
HEX #5CB4E1
The work
Bringing the brand
into physical space
The booth structure itself came from an environmental design vendor's specs.
My job was applying the new identity correctly across every panel and surface, so the brand felt consistent the moment someone walked up to the booth.
The website
Four years of building something
bigger than the job description
I left AdvancedMD in December 2015 for what I believed was a bigger creative opportunity. What I left behind was a design operation that hadn't existed when I arrived. A team of three where I had hired two.A brand transitioned through a major acquisition without losing momentum. Not every designer gets to see that arc in a single role. I did, and it set the foundation for everything I have built since.
The work
Making the brand tangible
A logo only earns trust once people see it everywhere. Branded merchandise turned the hummingbird from a mark on a webpage into something people carried with them at conferences and partner events.
