Invitae

‍Challenge

Invitae was growing fast—pioneering consumer-facing genetic testing in a traditionally clinical, skeptical space. During COVID, the stakes were even higher: how do you maintain trust, clarity, and momentum when your brand touches something as intimate as DNA?

My job: shape visual communication that could educate, reassure, and resonate across Invitae patient portal audiences, without overwhelming them with science.

‍

Solution

I led visual content strategy across campaigns, internal comms, and product storytelling—pivoting quickly to remote-first production that preserved emotional depth.

‍

Key executions:

• Led distributed team: Assembled and coordinated a team of retouchers working on creating complex composite visuals for a vital client-facing project.
• Remote production pipeline: Created workflows that kept quality high and timelines tight, even with dispersed teams.
• Ensured brand consistency and maximum visual impact.

Messaging was built to earn trust: clear, calm, and always centered on the human story behind the data.

‍

Impact

• Boosted digital engagement by 35% across owned platforms
• Supported successful post IPO expansion and B2B sales efforts
• Helped position Invitae as both a science leader and a patient-first brand

“You helped us make the Invitae patient portal effective and feel relatable to people.”

—Kelen Tuttle, Invitae MarCom lead

Role

Contract Visual Communications Manager. I oversaw content strategy, design direction, vendor collaboration, and production logistics—bringing creative leadership into a fast-moving, regulated healthtech environment.

‍