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 massive undertaking 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 ensuring that while we adopt Labcorp's corporate visual language, we maintain the high-trust, human-centric experience our users expect while 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 was amplified when our original quarterly roadmap was compressed into a six-week sprint, requiring me to act as both the sole designer and the process architect. Because product management hadn't tackled a project of this size, I had to architect a strategy that balanced a feature-by-feature implementation with what a scalable design system actually requires. I ultimately had to champion the rollout strategy while moving at breakneck speed to meet a shifting deadline, all while ensuring the marketing team remained 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. This involves architecting the onboarding plan and ticket distribution strategy to ensure 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 ensure our rollout remains both 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 codified in Figma. Because the codebase dates back to 2016, I am re-architecting the entire app in Figma with a focus on granular documentation. This ensures developers have 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.
Testing the design system components
Effects & Results
While the project is ongoing, the foundation is already delivering massive returns. The maturity of the semantic system has allowed us to intercept "one-off" requests with ease, proving the strength of the architecture. 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 remained aggressively compressed while others were extended, the system I built has allowed us to maintain a breakneck pace without sacrificing accuracy.
Conclusion
Rebranding a decade-old health app is a lesson in 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, laying the groundwork for Ovia's next era.
Optional caption text here