VIP Rebrand
Introduction
Vivian VIP is Vivian's loyalty program for healthcare professionals. We refreshed its identity to better reflect updated benefits and create a differentiated but cohesive experience within the broader Vivian brand.
The Challenge
Vivian’s loyalty program, VIP, had outgrown its original identity. The program needed a refreshed visual and verbal identity to align with new benefits and value propositions, while remaining cohesive with the broader Vivian brand. The challenge was to create a differentiated yet connected identity that communicated value clearly to healthcare professionals and recruiters alike.
The Strategy
We approached the refresh by refining the program’s messaging, highlighting updated perks and tiered benefits. At the same time, we expanded Vivian’s design system to include a mini toolkit tailored to VIP — giving it a distinct but still brand-consistent feel.
The Execution
Refined messaging and storytelling to emphasize the program’s benefits.
Developed a mini verbal + visual toolkit, drawing from Vivian’s core identity but introducing VIP specific elements.
Created a logo lockup displayed on clinicians’ profiles when they achieve VIP or Elite status.
Updated UI, tags, and badges shown to recruiters.
Designed a refreshed marketing website explaining the program and qualification process.
Used our primary brand pink paired with a secondary purple to give VIP a differentiated visual presence.
The Outcome
The refreshed identity brought clarity and excitement to VIP, resulting in higher visibility and adoption. Thousands of healthcare professionals now benefit from early access, priority support, and exclusive perks — and recruiters can quickly identify top talent with new badges and UI elements.
My Role