Brand Identity and Web Design

Escher Health, a healthcare tech company streamlining Medicaid enrollment and provider compensation, needed a cohesive brand identity to reflect its innovative, efficient approach.
We created a modern, unified identity positioning Escher as a reliable, forward-thinking leader in healthcare automation. This included both a full brand identity and a strategic web experience designed to communicate clarity, capability, and care. Key elements included:

Logo & Visual Identity: Sleek, modern mark that conveys trust and innovation
Color & Typography: A refined palette of navy, purple, and orange paired with “Outfit” for a clean, professional look
Voice & Messaging: Developed a confident, clear brand voice grounded in simplicity and expertise. As head copywriter, I led messaging strategy across digital channels, ensuring brand cohesion and user clarity. 
Web Strategy & Design: Translated the brand into an interactive experience. Created a narrative-driven site map and UX structure to guide diverse users—healthcare providers, partners, and administrators—through Escher’s value prop with ease.
Positioning: Collaborated with strategy and design teams to clarify Escher’s market role and refine its digital storytelling, from homepage hierarchy to deeper service narratives.

The result is a bold yet approachable identity that reinforces Escher’s mission to simplify healthcare systems and support provider success.

ART/COPY CREATIVE DIRECTION • BRAND POSITIONING • UX DESIGN • STRATEGY • HEAD COPYWRITING • ACCOUNT DIRECTION • PROJECT MANAGEMENT