Case Study: Transforming Braided Health’s Brand & Website for Investor Appeal
Overview
Braided Health is a health technology company pioneering data-driven care management solutions for dual-eligible Medicare & Medicaid patients. Their innovative approach integrates predictive analytics, AI-driven automation, and real-time performance tracking to enhance patient outcomes while reducing inefficiencies in Home and Community-Based Services (HCBS).
However, Braided Health faced significant challenges with its branding and website. Their initial brand identity redesign—handled by another agency—was failing to align stakeholders and lacked cohesion across digital and physical applications. Moreover, their outdated website did not clearly communicate their value proposition, making it difficult to attract investors and clients.
They enlisted me to correct course, develop a strong brand identity, and build a user-centric website to support their growth and fundraising efforts.
The Challenge: Aligning Stakeholders & Building Credibility
Brand Identity Issues:
- The existing brand redesign failed to unify stakeholders’ vision and lacked strategic cohesion.
- It was not scalable across key applications, including the web app, promotional materials, and investor-facing content.
- Without a consistent brand voice, Braided Health struggled to communicate credibility in an AI-saturated market.
Website Challenges:
- The previous website lacked a clear brand vision, leading to inconsistent messaging.
- Poor content strategy resulted in weak engagement and low investor confidence.
- Unoptimized imagery and color choices failed to resonate with the target audience.
- No structured approach to SEO, limiting their ability to reach and educate potential clients and investors.
Business Objective:
Braided Health needed a cohesive brand identity and a strategic website redesign to:
✅ Strengthen credibility and investor appeal
✅ Align all stakeholders on the brand’s vision
✅ Enhance user experience and engagement
✅ Improve search visibility for organic lead generation
The Solution: A Strategic Rebrand & Website Overhaul
Phase 1: Brand Identity Sprint & Stakeholder Workshop
To resolve branding misalignment, I conducted an expedited brand identity sprint that included:
1️. Reviewing the existing brand identity and identifying pain points.
2️. Developing three distinct brand concepts with real-world applications.
3️. Hosting a hands-on stakeholder workshop to refine and finalize the brand vision.
Key Outcomes of the Workshop:
- Unified stakeholder alignment on the brand vision and execution.
- Finalized logomark and visual identity, ensuring consistency across digital and physical assets.
- Development of brand guidelines, pitch deck templates, and collateral materials (business cards, letterheads).
Phase 2: Website Redevelopment & Content Strategy
With a clear brand direction, I shifted focus to revamping Braided Health’s website. This process included:
Content Strategy Audit
- Conducted a content strategy workshop to prioritize messaging and define SEO-rich topics.
- Clarified core brand messaging to differentiate Braided Health in a competitive market.
- Identified key content categories for blog updates to drive organic traffic and engagement.
UX & Website Design
- Designed a new homepage, team page, and blog (updates) page to improve user engagement.
- Introduced clear visual hierarchy and structured content flow for better readability.
- Applied modern, accessible design principles for usability across devices.
SEO & Technical Enhancements
- Implemented SEO best practices, ensuring proper on-page structure, metadata, and content formatting.
- Optimized imagery, colors, and typography for better user experience and brand consistency.
- Established a scalable content framework, allowing Braided Health to publish SEO-rich blog posts effectively.
The Results: A Brand Ready for the Next Growth Stage
✅ Stakeholder Alignment: The workshop process successfully unified all stakeholders under a single, strategic brand vision.
✅ Stronger Brand Presence: The refined brand identity system now supports all applications, from the web app to promotional materials, ensuring consistency and scalability.
✅ Investor-Ready Website: The new site elevates Braided Health’s credibility, making it investor-friendly while improving client engagement.
✅ SEO Foundation for Growth: With a structured content strategy, Braided Health can now produce organic, high-value content that attracts potential clients and investors.
✅ On-Time & Beyond Expectations: Despite an expedited holiday season timeline, the project was successfully delivered ahead of schedule, exceeding client expectations.
Before & After: Visual Transformation
Interested in Elevating Your Health Tech Brand?
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