The Nucleus Healthcare brand had not been changed or updated since it was spun off from its parent company in 2019 (for reference, Avengers: Endgame was the number 1 movie that year). It was a logo and a name—and not much more, but the company began to grow rapidly in 2021.  In 2022, with a new CMO in place, the company decided to prioritize the brand and its design functionality. I joined as the company’s first Creative Director to help build a completely new Nucleus brand and guide the company and leadership through implementing it.