Leading the brand at Lyra Health
My career at Lyra Health has been an incredible and rewarding journey navigating immense growth both as a company and my career. In 2019 I started as the company’s Marketing Art Director (and the only marketing designer in the building). We had a small marketing team of 7 people and 100 Lyrian’s total. My first responsibilities as Lyra's Art Director was to lead a company-wide brand refresh and corporate web redesign. This effort was in close collaboration with the Product Marketing Team, VP of Marketing, Customer Marketing, and our Clinical Team. I also managed our partnership with design agencies art directing UX and visual design, photo shoots, and copy editing. From my very first day I hit the ground running learning about Lyra’s innovative mental health platform, our provider network, the customers we serve, our target buyers, and the incredible impact of our members.
Fast forward 4 years later and my creative team grew to 7 people (3 Visual Designers, 1 Art Director, 1 Lead Multimedia Producer, and 1 Senior Project Manager) with a total of 81 people in Marketing. Lyra Health’s growth exploded growing our total headcount to 1200 and a company valuation at $5.25B serving over 100 countries and over 10 million members globally.
Today I sit as the company’s brand leader for all our GTM campaigns, Customer and Member experiences, and internal branding. I work cross-functionally with our Product Team to deliver the highest quality, engaging, and consistent design across all our touch points.
Marketing team 2023
Lyra Health Brand Refresh
Role: Project Manager, Head of Creative Design
Contributors: Head of Product Design, Head of Marketing, Lead Visual Designers, Senior Product Designers, Multimedia Producer, Head of Content
Goal: Deliver a refresh to Lyra Health’s brand guide that better speaks to our buyers, customers, and member audiences.
In 2022 Lyra Health went through a brand refresh in collaboration with the marketing creative team, product design, and our content team. Together over a span of four months we delivered a completed 70 page refresh to our brand guide that included a competitive analysis, survey results from our customers, updated accessibility standards, and many FigJam working sessions. The goal was to create a brand that improved how we spoke to our core audiences while maintaining a unique, beautiful, and engaging experience. We wanted to create a brand that wasn’t too cold and rigid, but also not too warm and whimsy. At the end of our exploration we implemented a new typeface, updated color palette, updated icon library, and a complete refresh of our illustration style.
Snapshot of brand refresh
Lyra Health Video Marketing
At Lyra we use a blend of motion graphics and intimate interview styles to communicate our innovating and unique approach to quality mental health care. Storytelling is the heart of Lyra’s brand and video is one of the most dynamic ways to tell our stories and the stories of our customers.
Lyra’s Approach to Culturally Responsive Care
Role: Art Director
Contributors: Lead Multimedia Producer, Content Writer, Motion Graphics Designer, Clinical Team
Lyra Customer Story | VCA Animal Hospitals
Role: Art Director
Contributors: Lead Multimedia Producer, Customer Advocacy, Motion Graphics Designer, Video Agency
Lyra’s Full-time Teletherapist Careers
Role: Art Director
Contributors: Lead Multimedia Producer, Provider Marketing, Video Agency
Event Marketing
Lyra Health has created a strong leadership presence at many trade shows and conferences with inviting and engaging in-person experiences most recently with our hosted conference Breakthrough 2023.
Event: Breakthrough 2023: Lyra’s mental health thought leadership conference for customers and prospects
Location: The Presidio of San Francisco
Speakers: Oprah Winfrey, Brett Goldstein, Rob Lowe, Starbucks, Salesforce
Experience: Web design, In-person, Live stream
Role: Art Director
Contributors: Event team, Lead Multimedia Producer, Web design, Product Marketing, Product Design, Clinical, Content, Corporate communications
Breakthrough 2023 Recap Video
