UpTodate patient rebrand
REBRANDING | BRAND MANAGEMENT | INTERNAL COMMS
THE CHALLENGE: For over twenty years, Emmi Solutions was a leader in engaging patient education. An acquisition by Wolters Kluwer brought the award-winning content solution into a suite of industry-leading clinical, nursing and patient services. In 2024, Wolters Kluwer set off to re-align its house of brands under the industry-leading UpToDate name and bring Emmi fully into the fold.
Every rebranding initiative is different. In this case, the heavy lifting for evolving Emmi into UpToDate Patient Engagement was more about strategic positioning and messaging the value of the alignment to internal and external stakeholders.
THE SOLUTION: Emmi had been a trusted tool for care teams and patients for years. So the first step was to considerately transition the naming of the tools and content to a consistent and clear structure.
As Creative Director, I organized workshops with leaders from UX, design, editorial, product and engineering to explore, validate and eventually align on a new naming structure that would support the promise of empathetic patient education that Emmi was known for, but also lean into the industry leadership of the UpToDate brand.
This helped set the stage for internal execution and external communications.
THE WORK: Next we needed to transition the already lightly branded Emmi content and platforms to the new UpToDate design.
I worked with our UX and Product teams to audit, identify and standardize the user experience and branding design across a dozen client and patient platforms, marketing channels, email and text templates and thousands of branded video programs.
But perhaps more important that the brand identity overhaul was communicating the value of the rebrand in a consistent and compelling well. So I personally developed and presented at internal content sharing sessions and external facing webinars to introduce the new look and feel and support core marketing and sales messaging.
