Rethink First

The Challenge: Unifying a Fragmented Giant

Rethink First, a global leader in behavioral health, faced a massive strategic hurdle. Following a series of key acquisitions, including Whil and Vizzle, the company operated as a fragmented collection of five distinct divisions. Each division (Education, Provider, Employer/Benefits, Payers, and Corporate) had its own visual identity, URL, and user journey.

This led to a disjointed brand experience that failed to reflect Rethink’s position as an industry leader. We had a massive challenge on our hands: establish a unified brand identity and digital presence across five separate domains without disrupting the existing customer base or losing the distinct value of the individual divisions.

The Strategy: Unity Without Disruption

As Creative Director, I led a multi-disciplinary team through a four-phase journey (Learn, Strategize, Create, and Grow) to execute the "One Rethink" vision. Managing a PE-backed leadership team required a careful balance of strategic firmness and collaborative agility. I facilitated focused stakeholder interviews and several workshops to extract customer insights and business challenges across all five divisions.

We shifted the brand architecture from a siloed appearance to a "unified innovative brand leader" model. This involved a complete visual identity transformation, ensuring each of the five divisions maintained individual recognition while clearly sitting under the overarching Rethink umbrella. We translated this strategy into 20+ responsive templates and wireframes, powering a seamless ecosystem.

Outcomes & Impact

• A Cohesive Visual Language: Successfully deployed a unified visual identity and user experience across five live staging sites and production environments.
• Operational Integration: Directed the technical integration of Brandfolder (centralized asset management) and HubSpot (streamlined lead generation) to ensure the creative vision was backed by robust technical performance.
• Enhanced Search Authority: Addressed critical SEO gaps by establishing a targeted SEO strategy focused on niche, "long-tail" queries like "stress management at work," building authority across all divisions.
• Unified Social Strategy: Executed a comprehensive "Social Cleanup" strategy, unifying goals, tactics, and creative assets across 10 distinct social channels.