FRIDAY HEALTH PLANS

Rebranding a challenger health insurance brand built for individuals navigating coverage on their own. The work focused on simplifying a traditionally complex, corporate-driven category—bringing clarity, accessibility, and a no-nonsense approach to both brand and digital experience. My role spanned brand identity and website design support, as well as campaign execution across OOH, print, and digital—contributing to over 300MM impressions, 80,000 new members, and $160MM in growth funding.