# Brand Development at the Executive Level URL: https://www.milesroxas.com/works/brand-development-at-the-executive-level Published: 2025-05-25T23:04:01.089Z Updated: 2026-10-15T20:04:12.038Z Brand strategy and visual identity for Aloquen's healthcare company relaunch, developed through stakeholder workshops, logo exploration, and collateral design. An established AI healthcare company engaged executive leadership in shaping the brand for a new product surface. Client: Aloquen Healthcare Design Lead Capabilities: Brand Identity & Collateral Aloquen provided innovative solutions for the healthcare industry. They were looking to pivot their business and relaunch as a completely new company. I lead a team of strategists, copywriters, designers, and front-end developers to deliver a brand identity, collateral templates and assets, and the company’s new website. ## Discovery & Research To align a diverse group of stakeholders with varying design experience and perspectives, I led a targeted visual exercise that established a shared design language. By curating reference materials across styles and disciplines, I revealed each participant’s instinctive reactions and surfaced how seniority and group dynamics shaped their preferences. This collaborative discovery ensured every voice informed a unified creative vision, regardless of prior design familiarity. Embedding these agreed-upon visual guidelines as our north star streamlined every critique and iteration. As a result, we accelerated our approval cycles and delivered cohesive visual solutions that resonated with all stakeholder groups. I studied over 50 companies ranging from direct to indirect competitors. This revealed a clear picture of what the visual standards their audience will expect. **Landscape Analysis** Stakeholder interviews revealed that the category’s prevailing aesthetic felt sterile and undifferentiated. Mapping the current visual landscape clarified key challenges and highlighted opportunities for a more distinctive brand expression. **Opportunity Matrix** Developing a design matrix distilled complex industry variables into clear opportunity zones. These insights fueled strategic workshops, guiding brand positioning and driving data-informed creative decisions. ## Visual Positioning A strategic approach to expressing the brand’s core qualities through design style and tone. Authority: Photography-led with structured editorial layouts; academic tone and scientific style. Humanity: People-focused, interface-first, with bold, rounded elements and floating graphics for depth. Utility: Minimalist and graphic-led with a futuristic aesthetic; photography is secondary. ### Insights I positioned Aloquen to stand out within its category while honoring industry conventions, building credibility and trust with decision makers, patients, and end users. ### Impact Completing this milestone deepened our expertise in a highly specialized market and enabled stakeholders to deliver focused, technical feedback with confidence, keeping the team aligned and motivated as we moved forward. ## Visual Identity Design ### **Data-Driven Directions** Building on discovery insights, I unveiled six distinct visual concepts that surfaced new creative possibilities and expanded stakeholder perspectives. ### **Story-Centered Critique** By evaluating each concept through the lens of its narrative, we shifted feedback from personal taste to strategic discussion, refining visuals that amplify the brand’s core values. Round 1 ## Visual Directions Out of 6 presented directions the client selected the following 3 to push into round 2 ## Spark ## Rounded ## Velocity ### **Reception** Stakeholders responded positively to the logo mark while requesting deeper exploration of alternative concepts to ensure we identified the strongest visual direction. This affirmation validated our initial approach and set the stage for a broader concept review. ### **Feedback** The team highlighted typography as an opportunity for further refinement and encouraged pushing the core motif to its fullest potential. Their guidance sharpened our focus on type hierarchy and motif development, elevating the brand’s visual impact. Round 2 ## Refinements Simplifying shape and bringing colors closer to the competitive landscape ## Spark ## Rounded ## Velocity ### **Reception** Round 2 confirmed “Rounded” as the strongest creative path, perfectly aligning with Aloquen’s narrative goals and reinforcing brand cohesion. Stakeholders agreed this direction carries both clarity and character. While the logotype was exceptionally strong, it became clear that a mark would play an important role for the brand. After reviewing requirements, research, and data we agreed to pursue the creation of a mark that would anchor the identity. ### **Insights** The upfront work on alignment and discovery exercises was clear. Stakeholders were able to communicate valuable and direct feedback that lead to a clear path forward. I revised our production roadmap to explore alternate brand foundation elements and logo variations that deepen the “Rounded” motif and embody Aloquen’s core themes—data unraveling, scalable analysis, and an AI-driven ecosystem. These explorations will ensure the final mark fully expresses the brand’s strategic vision and technical expertise. Round 3 ## Foundations In the third round, we began by focusing on refining typography and exploring new ways to express the brand's core identity and mission. This phase reflected the stakeholders’ growth—bringing together their industry expertise with a deeper understanding of design thinking and its impact. ## Type Exploration Through focused workshops, we worked closely with stakeholders to define the desired look and feel. By exploring the history, style, and psychology of various type families, we identified font pairings that strengthen and elevate brand communication. To develop a cohesive visual language and explore designs in a meaningful way, I lead the team to find a mark born out of the same grid system we used to create the logotype. ## Developed through workshops and conversations, these early black-and-white directions aim to distill meaning into minimal, versatile shapes. Building on the visual positioning, the logo mark explores how form can embody the brand’s core narrative. From a wide range of studies, a select few emerged as strong candidates—each with the potential to anchor and expand a cohesive visual language. Presentation ## Logo Explorations Additional Logo Mark Options ## Correlate ## Trace ## Callibrate ## Validate ## Selected Logo Aloquen enables illumination of truth and solutions, sparking possibilities and uncovering insights. ## Brand Collateral Production I designed re-usable content blocks to empower editors with the ability to build impactful marketing pages ## Presentation Template Collateral ## An actionable framework for cohesive, impactful design across all channels. ## Elements of a visual language The guideline highlights usage and context for ensuring a cohesive brand language