Medicare product launch sparks rebrand.
Alameda Alliance for Health
Alameda Alliance for Health engaged TCD to support the rollout of a new product. But early discovery—including stakeholder interviews, brand audits, and competitive reviews—revealed a deeper issue: misaligned expectations and a brand system that couldn’t scale. The organization wanted new visual elements for a single product, but those changes clashed with the existing brand and risked creating confusion at launch.
our role
We reframed the project into a master brand refresh. TCD designed a new brand identity with vibrant colors, a modern type system, and a versatile mark of four geometric shapes, symbolizing the diverse needs of their members and the belief that healthcare isn’t one-size-fits-all. We developed an integrated logo system with product lockups and color-coded product lines and named and positioned the new product for a 2026 launch. Along the way, we navigated extensive board, committee, and patient advocacy workflows, including moderated focus groups and iterative feedback sessions.
impact
The result was more than a visual update—it realigned the leadership team and avoided a disjointed launch. Alameda Alliance now has a revitalized identity, cohesive brand system, and purpose-driven platform to move confidently into their next chapter.
