Rebrand From MedLab
Centella, formerly Med-Lab, was Florida’s leading medical imaging distributor. As the company expanded into healthcare services and strategic partnerships, its legacy name no longer reflected its broader vision.
Alongside Kate Parks, we led a full rebrand—including strategy, naming, messaging, visual identity, and launch—honoring the company’s trusted history while positioning it for long-term growth. The work included: a redesigned website, refreshed social channels, trade show and sales materials, and a brand awareness campaign, creating a brand that matched Centella’s ambition.
Key Deliverables:
Brand strategy, narrative, and manifesto
Naming & tagline
Visual identity system
Website copy (hundreds of pages)
Messaging matrix & marketing assets
Creative Direction/Design: Kate Parks
ACD/Copywriter: Kathleen Goodwin
Strategy: Bridget Babcock
Healthcare Technology Solutions (HTS)
Centella HTS, the healthcare technology solutions arm of Centella, was growing rapidly and needed a distinct voice that reflected specialized expertise while staying connected to the parent brand. Existing materials didn’t fully capture the seamless, responsive service that sets HTS apart.
We created a 10–15 page brand guide defining value, messaging, and visual identity. Through workshops, we refined the brand narrative and value proposition, and developed logo, typography, color, photography, and icon direction. Mockups and communication examples ensured consistency across digital, print, and sales channels.
The result is a brand that feels human, confident, and approachable, reinforcing HTS’s promise: one call, one contact, streamlined technology management, and white-glove service. The guide equips internal teams to tell the HTS story with clarity and warmth, positioning them as a trusted partner in a complex market.
Deliverables:
Value proposition & brand narrative
Headlines, microcopy, spec work
Visual identity and creative direction
Creative Direction/Design: Kate Parks
ACD/Copywriter: Kathleen Goodwin
