Lark is a digital health technology company that provides coaching and chronic disease management products to health insurers and employers. As the creative lead and brand design team manager, I led a comprehensive brand update and collaborated across creative, product, marketing, and executive teams to build a cohesive brand experience.

The Lark product audience is a unique mix of B2B and B2C and the updated brand needed to appeal to insurers, employers, and individuals living with chronic disease. It was critical to build the brand story, guiding principles, architecture, archetype, attributes and tone in a way that resonated with multiple audiences. In addition to leading the initial brand update, which encompassed all assets, templates, and owned spaces, the project evolved and I also led a website migration from Wordpress to Webflow as well as the design and implementation of a new Lark careers site.

Post-brand update, Lark conversion rates increased with the Lighthouse accessibility score growing from under 80% to 98%, SEO increasing from mid-70% to 93%, and overall website performance improving by 10%. By focusing on landing pages and paid media in the update, Lark also decreased customer acquisition costs and improved consumer enrollment. Our team moved more than 900 blog and content pages and increased both the average time spent on blog posts and the funnel of engagement. As part of that website migration, we decreased the number of platforms from 3 to 1, reduced website development time from months to days, and increased design testing frequency from multiple tests per year to multiple tests per week, all resulting in streamlined website management and improved efficiency and quality.

Art Direction. Brand Strategy. Design Team Leadership. Content Optimization. Process Efficiency. Website Migration. Asset Development and Management. Collaboration.