Case Study
Ovia Rebrand
Introduction
This is the ongoing effort to bring the Ovia Health consolidated app (known internally as GLOM) into alignment with our parent company, Labcorp. It is a significant effort that involves translating a new brand identity, originally built for print, into a fully accessible, scalable design system for our digital platform. My focus is on making sure we adopt Labcorp's corporate visual language while keeping the high-trust, human-centric experience our users expect and laying the technical foundation for our future product roadmap.
The Challenge
The new Labcorp brand looks great in print, but translating those values into a high-utility digital product required building an entirely new, accessible token system from scratch. This challenge grew when our original quarterly roadmap was compressed into a six-week sprint. I had to act as both the sole designer and the process architect. Because product management had not tackled a project of this size, I architected a strategy that balanced a feature-by-feature rollout with what a scalable design system actually requires. I championed the rollout strategy while moving fast to meet a shifting deadline, making sure the marketing team stayed confident in the brand's digital evolution.
My Role
I am currently acting as the de facto Design Systems Lead, Accessibility Owner, and Process Architect for the rebrand. While I have been the sole designer driving the technical architecture, including color tokens, semantic mapping, and typography, the project's priority has recently shifted. I am now overseeing the transition from a solo effort to a multi-designer initiative. I am architecting the onboarding plan and ticket distribution strategy so my peer designer can hit the ground running without compromising the system's integrity. Beyond the pixels, I act as the primary bridge between product and marketing to keep our rollout realistic and accessible.
Design Process
Since there wasn't a playbook for a rebrand of this scale, I wrote one. My workflow is a continuous loop of design, marketing approval, and developer feasibility checks, all documented in Figma. Because the codebase dates back to 2016, I am re-architecting the entire app in Figma with detailed documentation. Developers get the blueprints they need to strip apart legacy elements without breaking their systems. We are navigating this transition in phases, starting with a core overhaul of color, typography, and layout then moving on to imagery and iconography.
Registration Splash Screen
An unsanctioned side project I built during the rebrand to bridge design, development, and QA. The intent was for QA to use it for regression testing, application developers (iOS and Android) to pull code snippets and implementation notes, and front-end engineers across the company to reference it in their own projects. Everyone I showed it to liked it, but it was never part of our agile workflow, never formally adopted, and never made it to production. This version is from early May and is in a broken, incomplete state, missing months of work built since.
Effects & Results
While the project is ongoing, the foundation is already delivering real returns. The maturity of the semantic system has allowed us to intercept one-off requests with ease, which proves the architecture is solid. The biggest win has been the shift in developer autonomy. Because the documentation is so comprehensive, engineers are now empowered to make informed design choices independently, using me as a final reviewer rather than a bottleneck. This has fundamentally changed our velocity. Even as my specific project roadmap stayed tight while others were extended, the system I built has allowed us to maintain a fast pace without sacrificing accuracy.
Conclusion
Rebranding a decade-old health app means balancing legacy trust with modern efficiency. Handling this transition as a sole architect during a team restructure forced me to build a better, faster way for design and engineering to communicate. Starting at the front door of registration and now leading the visual evolution of the entire platform has been a rewarding challenge, setting the stage for Ovia's next era.
Update
In July of 2026, the full rebrand effort was put on pause by our parent company. The plans are in flux, and the user feedback has been something to weigh. Right now this project is on hold, hopefully to come back as a better version of itself. I am still the lead designer on this, but I have moved on to other work within the company.