Parsley Health Brand and Identity
SUMMER 2017 – SPRING 2020
I joined Parsley as a multi-disciplinary desiger, to help design a truly innovative and delightful healthcare experience.
All aspects of the Parsley Health experience were designed with human-centered design principles, completely rethinking and redefining the experience of taking care of one’s health and well-being.
The goal, whether in product, spaces or brand, was to humanize the delivery of healthcare.
Parsley Health is a modern, holistic primary care center, reimagining healthcare through a membership based, whole-body approach.
At times this meant reviving ancient practices and wisdom on human wellness; and at others meant designing for our tech enabled lives for which the traditional health and wellness industry is decades behind .
I helped identify a clear brand promise and purpose, look and feel, and voice and tone; all through the lens of understanding our users. I created visual assets for marketing, field events, digital product, and retail; as well as evolving the brand in service.
At Parsley, building a sustinable, ever-evolving and human-centered brand was my main focus. The user and market research, brand identity, and creative direction work I led guided overall brand and product strategy.
IDENTITY
In start contrast to its previous outdated and sterile identity, we built a new identity for Parsley under the concept of ‘A Colorful Life.’ Our goal was to create a brand that was as innovative, personal, and fresh as the promise of the Parsley care.
LEARNING, TOOLS, TEMPLATES
I led workshops, presentations and trainings for the entire team on brand and design thinking. To further this effort of spreading brand awareness and creating a holistic Parsley experience, I designed over 30 guidelines, tools and templates to be used by the rest of the team for whenever a Parsley asset or experience was created or curated.
One of the most used templates I designed was the Clinical Handout template, empowering the whole clinical team to whip up on brand, simple and effective handouts for Parsley members.
BRAND GUIDELINES
I built the Parsley Health Brand Guidelines in a working document on Google Drive.
The guidelines were updated quarterly based on user and market research, learnings from product and marketing teams, and internal team feedback.
The guide eventually included Voice + Tone, Centers, Service, Imagery, Wardrobe, and more.
IMAGERY
For all larger scale brand and lifestyle imagery shoots I led creative and art direction. With each shoot we expanded on the Colorful Life concept, evolving our image library to best represent our brand and product. We also applied learnings from our user research and market performance to better speak to our users with each shoot.
We were careful to create imagery that inspired a healthier, happier life for our members, following positive psychology principles; rather than fear-based messaging and marketing.
Parsley on billboards and wild postings.
IN THE WILD
With Parsley’s exciting nationwide growth, the brand presence also matured and grew to encompass a wider user reach. We kept a human centered approach throughout every iteration, by paying close attention to user needs, behavior, and motivations.
This meant an iterative and ever-evolving brand in look and feel, voice and tone and market strategy; while staying true to the optimistic and alive brand promise.
Some favorite swag designs for members, marketing events and the Parsley team.
SURPRISE + DELIGHT
As we evolved the brand and product, I maintained a close relationship with the doctors, health coaches and care managers, allowing for fruitful collaborations between the design and clinical teams. This was essential in understanding our users, mapping their Parsley journey, and identifying important moments of showing support, creating brand loyalty, and designing for delight and happiness.
The 'Surprise & Delight’ projects aimed to increase member happiness and engagement, as well as a sense of being supported by one’s Parsley team.
MARKETING + PRINT
Whether in creating collateral for marketing purposes, for members or for the internal team, we created and maintained the optimistic and lively brand attitude, taking every moment as a means to shape a mindset that one’s health and well-being can be a positive journey towards happiness.
While at Parsley, I also redesigned the Parsley label supplements, helped create science-based healing environments, led the research, strategy and design of enterprise-wide knowledge management, helped the product team in research and comparative analysis, and led many a lunch-time meditation, team yoga and qi-gong sessions.
And perhaps most importantly, I co-founded the Parsley Health Forest Bathing Club.