When I joined Prime Therapeutics, I saw an opportunity to evolve the brand to support the company's growth. That opportunity expanded significantly when Prime merged with Magellan Rx—transforming a brand refresh into a full-scale rebrand aimed at amplifying market presence, deepening audience engagement, unifying employees, and reflecting the innovative spirit that drives our organization.
In partnership with our design agency, cross-functional teams, and brand implementation partners, we embarked on a two-year journey to reimagine the Prime brand. Along with my talented team, I lead the strategic vision and development of nearly everything new Prime. From comprehensive brand guidelines and live experiences to thousands of branded materials and beyond, we were able to bring the brand to life across every touchpoint.
The new brand launched in September 2024 to strong market and internal response: hundreds of millions of media impressions, a 12% LinkedIn engagement rate (4x the industry average), and enthusiastic adoption by our 7,000 employees, collectively embracing the spirit of the brand and proudly sporting Prime gear from the new brand store.
Approach: In partnership with Zeus Jones, my team and I led the development of our new identity, foundational messaging and comprehensive brand guidelines. We then partnered with Brand Active to develop a comprehensive implementation plan and collaborated with hundreds of our colleagues across the organization to implement each and every brand asset and resource needed for launch and beyond.
Responsible for: Agency management; creative and brand strategy; creative direction, development and execution; internal alignment and stakeholder management; team leadership and motivation
