There's a version of brand work where everything is lined up before you launch: clear positioning, a finalized identity, organized assets, an agreed-upon story. The Fuze Health brand launch was not that version.
Following a rapid acquisition and merger, we were simultaneously defining what Fuze Health's brand was going to be while transitioning Alto Pharmacy's existing operations under it, with patients, clinical partners, and the pharmaceutical industry already watching. My job was to make that process feel more coherent than it was from the inside.
⚡ Case Study at a Glance
Role: Brand Designer (Lead, Rebrand)
Launch Fuze Health's brand with credibility at its pharmaceutical industry debut
Support fertility patients through the Alto to Fuze Health transition with clear, high-quality instructional resources
Design conference materials that could flex with a brand still taking shape
Lead the development of a patient-facing brand identity that brings warmth and humanity to a primarily B2B company
The Challenge
Fuze Health's brand had to function before its identity was fully resolved. The acquisition and merger happened quickly, and the work of clarifying who Fuze Health is, what services it offers, and how it wants to be seen was still ongoing while brand execution was already needed. This is a familiar tension in fast-moving healthcare companies, but still a challenge to navigate.
The patient-facing layer added significant weight. Alto Pharmacy had built real trust with its patients, particularly fertility patients, for whom the pharmacy relationship is deeply personal and often emotionally charged. Carrying that audience through a rebrand without losing the care and credibility Alto had established couldn't be a secondary consideration, it was a primary constraint on every design decision.
And before Fuze Health had fully resolved its identity, it had to show up at a major pharmaceutical conference. Debut moments in high-stakes B2B environments don't offer a second attempt at a first impression.
My Role & Approach
I serve as Brand Designer at Fuze Health. My role is still taking shape as the company grows, but so far I've lead brand execution across patient-facing, event, and transition work, and am currently leading the development of the patient-facing brand identity.
Working in this context required a specific kind of adaptability: making confident design decisions with incomplete information, building systems that could flex as the brand definition caught up to the brand execution, and communicating clearly with clinical, operational, and marketing stakeholders who each had their own priorities. The job went beyond making things look right. We had to make everything look like it belonged to a coherent company while that company was still figuring out what it was.
The Work
Fertility Medication Injection Videos
One of the first projects I tackled after onboarding was leading the production of 19 instructional videos. These covered fertility medications, including dosages, timing, and administration instructions, for Alto Pharmacy patients transitioning to Fuze Health. These videos are a direct support resource for patients who are, in many cases, self-injecting for the first time, managing multiple medications on a precise schedule, and doing so during one of the more emotionally demanding chapters of their lives.
I inherited the project mid-stream, which added its own layer of complexity. The original videos existed in an earlier form, and this effort improved them based on patient and clinician feedback: updating content, expanding the medication library, and raising the overall production quality. I worked with an external vendor to edit raw footage, sync voiceover instructions with on-screen information, and maintain clinical and visual consistency across all 19 videos.
Every edit decision had two criteria: does it meet the clinical accuracy requirements set by our in-house clinician, and can a nervous patient actually follow it? Both had to be true.
Annotated storyboards guiding the video production process
Check out the completed 19 instructional injection videos
fuze health's injection videos
Asembia Conference
Fuze Health's debut at the Asembia conference was the brand's first major public moment in the pharmaceutical industry. The brand was still in its early stages, which created a specific design problem: how do you show up as an established presence when the identity behind you is still being built?
My approach was to design for longevity. Rather than creating materials that locked the brand into where it was at that exact moment, I built banners and event assets that were deliberately evergreen. Visually strong and on-brand, without foreclosing on where the brand could grow. The goal was a debut that felt confident and opened doors rather than closing them.
Rebrand: Building the Patient-Facing Brand
The current chapter of this work is the one I'm most invested in. Fuze Health is primarily a B2B company, and early feedback from patients and clinical partners made one thing clear: the brand felt too corporate for the people it ultimately serves. Patients navigating fertility treatment, complex medication regimens, or the pharmacy side of their care need to see themselves in a brand, not just the business model behind it.
I'm currently leading the development of Fuze Health's patient-facing brand identity, bringing in warmth and a more human visual quality while preserving the clinical credibility the B2B context requires. It's an exercise in balance, and it's the part of this work where the stakes are highest. That work is still unfolding, and I'm building it from the inside.
Key Takeaways
Fuze Health has reinforced what I first started learning at Truepill: in healthcare, brand design is fundamentally a trust exercise. Every visual decision either builds or spends credibility with an audience that has real stakes in the experience. Fertility patients don't have the bandwidth for unclear instructions. Pharmaceutical partners at a conference are making rapid judgments based on what they see. The work has to hold up under both.
The thread running through all of it, the videos, the conference debut, the rebrand, is the question of who the brand is actually serving at each touchpoint. Getting that answer right, and making it legible in the work, is the job.
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chrystal k. ulanday