Evolving a Brand for the Future of Digital Identity in Healthcare & Government Sectors
During my time as an in-house designer at IDENTOS, a Canadian company providing software-as-a-service (SaaS) solutions for secure digital identity and access in healthcare and other privacy-sensitive sectors, I helped refresh and elevate their visual identity to reflect their growth and leadership in privacy-first technology. Working closely with the marketing team, I developed cohesive, on-brand assets for internal and external audiences, ensuring our designs supported IDENTOS’ mission to make secure digital services more accessible and trusted.
The Challenge
As IDENTOS grew from a startup to a trusted name in digital identity and healthcare, their brand and marketing materials needed to evolve too. They wanted a cohesive, professional design system that reflected their technical expertise and made their vision approachable for healthcare partners, governments, and patients.
Collaborating with the IDENTOS team, I enhanced their brand's consistency, clarity, and confidence while they expanded into the healthcare and government sectors in Canada and the U.S.
Use the buttons below to navigate to my key contributions:
My Role
☟ Projects & Outcomes
☟ Projects & Outcomes
Brand Evolution
As IDENTOS grew, their visual identity needed to grow with them. I collaborated with the marketing team to refresh the brand’s look, striking a balance between professional clarity and modern, approachable design.
What I did:
Developed and designed a new and refreshed brand
Created a refreshed brand guideline document to help other internal teams represent the IDENTOS brand consistently across all channels
Designed ready-to-use templates for presentations, social media, and internal teams
Developed an icon, image, and illustration collection to enhance the productivity workflow across all departments
Website Redesign
I helped redesign IDENTOS’ website to reflect their expertise and ongoing business repositioning. We wanted to transition away from WordPress due to limited developer availability and the complicated and rigid nature of our custom template. The new site needed to be primarily built by me (minimal coding), easily editable, and creatively flexible. We decided Webflow was the best choice, and I moved forward applying our new brand guidelines to the website.
What I did:
Built the new responsive site in Webflow
Refreshed visual elements such as imagery, buttons, and icons, to align with updated brand guidelines
Enhanced accessibility and overall user experience
Marketing Collateral
As IDENTOS reached new audiences, they needed marketing materials that reflected their growth. I partnered with the marketing team to design a range of print and digital collateral that helped tell their story clearly and consistently.
What I did:
Designed brochures, one-pagers, and case studies for both sales and event use
Created large-format materials like banners, signage, and branded tablecloths for conferences and trade shows
Built flexible templates so the marketing team could easily create on-brand assets for future campaigns
Highlight Project: 10 Year Anniversary Video
To celebrate IDENTOS’ 10th anniversary, I designed and animated a video that highlighted key milestones from the company’s journey. The video was showcased at our Toronto headquarters' anniversary event, where we welcomed clients, partners, and the team to mark the occasion. I also adapted the piece for social media, helping share the story of IDENTOS’ growth with a wider audience.
Infographic
I designed a set of two infographics to illustrate the challenges people face with identity and data access in daily life. The first followed a woman’s experience navigating repeated identity checks while caring for her elderly parent, commuting, picking up prescriptions, applying for jobs, and managing her home security. The second showed how technology like IDENTOS could help remove those barriers, making access to services simpler, safer, and more user-friendly. These infographics were featured in sales materials, whitepapers, and social media to help communicate the value of digital trust to a wider audience.
Discover More
At IDENTOS, I shaped visual marketing materials that helped connect a brand’s story with its audience. Whether through social graphics, event collateral, or thoughtful presentations, I’m passionate about using design to make communication clearer, more engaging, and more memorable. I’m now excited to bring that experience to new teams, helping brands grow with creative, purposeful visuals.
Social Media & Communications
As the sole designer supporting marketing and communications, I worked closely with my manager to create consistent, on-brand visuals across every channel. From social media to internal platforms, I helped shape how IDENTOS presented itself to both external audiences and employees.
What I did:
Designed and illustrated graphics for IDENTOS’ X (formerly Twitter) and LinkedIn accounts
Created visuals for blog posts featured on the website and shared across social channels
Supported both internal and external communications with branded email campaigns and assets for the company intranet