Clarifying a complex brand for multiple audiences

The Challenge
WebMD Health Services faced a growing identity challenge. With messaging split between B2C and B2B audiences, their brand tone and visuals had become scattered and inconsistent. This lack of clarity diluted the impact of their communications and weakened internal alignment.

The Approach
Partnering with the internal WebMD marketing team, we began with a full audit of brand channels and materials. We then defined a clear brand strategy, including voice, visual language, and core messaging tailored to each audience segment. From there, we created a comprehensive brand toolkit — including guidelines, collateral, and campaign assets — designed to unify the brand across every touchpoint.

The Outcome
The rebrand launched with strong internal and external support. The new system brought structure, clarity, and consistency to the WebMD Health Services brand. It equipped teams with the tools they needed to communicate confidently and helped reestablish the brand’s position as a trusted leader in the health and wellness space.