Rebranding Teladoc for a Unicorn IPO
A repositioning and new visual identity that took the future by the horns. We created a unified brand strategy to resonate with investors, payors, providers, and patients alike.
Challenge
As the first and largest telemedicine provider in the country, Teladoc had built its reputation as a category pioneer—but the market was shifting. With new digitally native competitors entering the space and telemedicine becoming more mainstream, Teladoc needed to evolve from a B2B-focused healthcare service to a consumer-facing brand that inspired trust and action.
At the same time, Teladoc was preparing for a major IPO and needed to signal maturity, credibility, and strategic clarity to investors, employers, and patients alike. The challenge wasn’t just to rebrand—it was to reposition the company in a rapidly changing category.
Our Approach
Cloudberry partnered with Teladoc to lead a comprehensive rebrand and digital evolution—focused not just on how the company looked, but how it communicated, onboarded, and delivered value to all its key audiences.
Key components included:
- Brand Strategy & Positioning: Shifted Teladoc from a transactional utility to a trusted, approachable healthcare partner—balancing innovation with familiarity.
- New Identity System: Created a fresh visual identity, logo, typography, and digital design language to reflect Teladoc’s leadership and accessibility.
- Behaviorally-Informed Messaging: Developed messaging frameworks to address the emotional and cognitive barriers patients face when considering virtual care for the first time.
- Secure Site & Member Experience Design: Conducted user research and usability testing to create a category-defining interaction model that simplified access and boosted patient confidence.
- Multi-Audience Playbook: Built a flexible communication system to support HR teams, employer sales, and patient education—ensuring consistency from awareness through activation.
Outcomes
- Supported Teladoc’s successful IPO and public positioning
- Helped reposition Teladoc as a category leader in a more competitive, consumer-driven market
- Delivered a unified, research-backed experience across brand, member onboarding, and secure digital touchpoints
Why Cloudberry
Cloudberry didn’t just design a new logo—we helped Teladoc evolve its story, strategy, and experience for the next stage of growth. By integrating behavioral science and UX strategy, we built a brand system that delivered clarity and trust where it mattered most.
Whether in healthcare, finance, or employee experience, we specialize in helping companies turn complex offerings into clear, compelling experiences.
