STRATEGY | IDENTITY DEVELOPMENT | MULTI-CHANNEL CAMPAIGN
Rebranding a wellness tech brand for a generation that values clarity, comfort and connection.
When Best Buy Health acquired GreatCall, the opportunity was clear: evolve the brand to feel more modern, optimistic, and expansive, while holding onto the familiarity and trust that aging adults and caregivers depended on.
The new name, Lively, offered a brighter, more empowering story about aging. My role was to lead that transformation from the inside out.
The Challenge
How do you rebrand a trusted legacy company, serving an aging population, without making the change feel abrupt or alienating?
GreatCall customers weren’t looking for disruption. They valued simplicity, clarity, and consistency. A sudden visual overhaul could cause confusion or anxiety. We needed a rollout that felt calm, intuitive, and human, something that respected the audience while gently guiding them toward what’s next.
Collaborators
Role: Lead Creative, Art Director
Agency: Davis Elen Advertising
Client: Best Buy Health
Copywriters: Stan Kaplan, Lisa Westaway
Production Partners: London Alley Productions, Company3
Recognition: 3x Telly Awards, 2023
What I Did
Strategy & Positioning
I positioned Uoon as the only terroir skincare lab, a new category that blends land, story, and responsive care. It gave the brand a strong, ownable space between heritage and innovation.
Naming
I named the brand Uoon, pulling from zeitoun (Arabic for olive), and reshaping it into something soft, fluid, and cross-cultural. A name that feels both emotional and elemental.
Brand Identity
Built the full identity system; logo, essence shapes, color palette, typography, and voice. Everything was inspired by olive oil in motion, Mediterranean textures, and the warmth of human skin.
Experience Design
Designed a customer journey that begins with an AI-powered scan and ends with a personalized blend, mixed on the spot. Every detail, from the lighting to the bottle reveal, was crafted to feel immersive and care-driven.
Creative Direction
Led concept and execution across touchpoints: product, retail, UI, packaging, and OOH. Directed visual language and brand world so that everything connected, visually, emotionally, and narratively.
