BRAND REFRESH & UX/UI DESIGN - PROJECT LENGTH: 12 WEEKS
Cornell Tech Health Tech Hub
Client Context & Objectives
The Health Tech Hub at Cornell Tech is a pioneering program dedicated to healthcare innovation, where students, researchers, and entrepreneurs collaborate to tackle pressing health challenges with cutting-edge technology. To strengthen the Hub’s position as a leader in the intersection of education, research, and entrepreneurship, Cornell Tech needed to refresh its brand and communication strategy. The goal was to elevate the Health Tech Hub’s reputation within the healthcare innovation space and solidify its presence as a driving force in the New York City ecosystem. The brand needed to clearly communicate the Hub’s unique approach to addressing tomorrow’s health problems today, while also ensuring that their messaging was cohesive, accessible, and forward-thinking.
My Involvement
In my role as UX/UI designer at Emergence Creative, I worked closely with Cornell Tech to reimagine the Health Tech Hub’s brand identity. This process began with a comprehensive brand strategy session, during which we collaborated with Cornell Tech’s team to define their core messaging and identify key brand values. Together with our creative director, Marena Lai, we developed a detailed brandbook that outlined the refreshed visual identity, tone of voice, and messaging framework. I was also responsible for designing the new Health Tech Hub website, ensuring the design would reflect both the innovative spirit of the program and its practical, solution-oriented approach. The website needed to serve as a clear and dynamic platform for showcasing the Hub’s offerings, projects, and partnerships, while also encouraging future engagement from potential students and collaborators.
The Design Process
The design process began with research into the needs and expectations of the Health Tech Hub’s audience. We ensured that the visual identity would communicate the Hub’s innovative and academic nature while remaining accessible and engaging.
When designing the website, I focused on a clean aesthetic while featuring prominent calls to action, clear program details, and an updated content structure that highlights the Hub’s core values—education, research, and entrepreneurship. After completing the design phase, we worked closely with a developer to bring the vision to life, ensuring that the site would be fully functional and scalable for future needs.
MOCKUPS: STATIONARY
MOCKUPS: WEBSITE
Outcome
The refreshed brand and website now position the Health Tech Hub as a cutting-edge program within the healthcare innovation sector. The brand’s new visual identity and messaging strategy effectively communicate its leadership in healthcare education and entrepreneurship, while the website serves as an impactful platform for recruitment, collaboration, and engagement. By providing a more cohesive and streamlined digital presence, we helped the Health Tech Hub better connect with its audiences, showcase its work, and foster deeper partnerships within the healthcare and technology sectors.