California Cryobank Rebrand
CooperSurgical partnered with Collier.Simon to reimagine California Cryobank, creating a new identity designed to modernize an iconic brand in reproductive health. I oversaw the identity development from the internal creative side and led the work to bring the new brand to life across Client, Healthcare Provider, and Donor Recruit experiences.
Designed to Scale
The rebrand called for more than a visual refresh. It was a major overhaul of California Cryobank’s longstanding digital experience, creating a new foundation for how the brand would show up online.
I oversaw our agency partner in establishing the website’s design direction, core page designs, and a modular library of web components in Figma. From that foundation, I led the internal team in scaling the system across the broader site, building out key pages and experiences while maintaining consistency across the new brand.
The result was a flexible design system built to support a robust website at launch and make it easier for internal teams to evolve and expand the experience over time.
Built for the Inbox
We brought the same modular thinking from the website into email, creating a flexible system of reusable components and templates. Designed to accommodate different content and campaign needs, the system made it easier to create and scale communications while keeping the new brand consistent across every send.
Rolling Out the Brand
We extended the new identity across digital and print, creating a flexible system that could adapt across channels and campaigns. The focus was on giving teams the tools to apply the brand consistently while leaving room for it to evolve.
Client — California Cryobank
Partner — Collier.Simon
Role — Creative Direction, Branding
Internal Creative Team — CooperSurgical, 2025