Included Health rebrand

Design director: Sean Lopano
Senior Copy Manager: Nina D'Iorio
Designers: Emily Hunter, Mira Nersesova, Brandy Martin, Kari Weis
Illustrator: Josie Portillo

Navigating the U.S. healthcare system is hard. Grand Rounds Health existed to make it easier However, amid a company rebrand and lingering confusion around our services, we had our work cut out for us.

As Grand Rounds transitioned to Included Health, the challenge wasn’t only introducing a new name; we also needed to ensure members clearly understood the transition, especially having already experienced a rebrand one year earlier. With a tight timeline and a diverse audience—including many with low health literacy and non-native English speakers—clarity was critical. 

More than a name change, this campaign was about trust, continuity, and making every member feel included.

Direct-mail postcard sent to members informing them of the rebrand

Through a strategic mix of in-app messaging, email, direct mail and other support materials, we used this campaign to reassure members that their care would remained the same, while notifying them that the app would automatically update.

Below: This module appeared at the bottom of Grand Rounds Health emails in the month leading up to the rebrand launch.

At right: This email officially introduced members to the new brand and directed them to a landing page with more information and FAQ.

Adding to the complexity of this rebrand, we also needed to update all existing materials to align with the new name and brand identity. I collaborated with designers to develop a fresh email template for all future Included Health communications.

As an example, below are the introductory emails sent to members to introduce our services.