Caitlin Hohn

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 A rebrand to hold warmth for patients and credibility for the providers and payors who support them.
WHATThyme Care is a cancer care navigation company, connecting people with cancer and their caregivers to the clinical support, resources, and guidance they need throughout their treatment and beyond.

WHYThe brand was warm and friendly for cancer patients, but as the company grew into Series B it felt too playful for the doctors and insurance partners they needed to bring along. The ask was to stay genuinely warm for the people navigating cancer, while earning the credibility that clinical and institutional relationships require.

RESEARCH I started the brand refresh with a company-wide survey, stakeholder interviews, and met with an internal focus group three times to present my findings and pressure-test early directions.
WHEN2022-2025
ROLEBrand Design Lead
Research
Workshop Facilitation
LINKS
A peek into the process behind
Thyme Care’s new look






THE GUIDELINESI then wrote and designed the new brand guidelines, which included new primary and secondary typefaces, new graphic elements, a new icon library, an updated color palette with added accessibility guidelines, and more tailored art direction for photography and illustrations. I also co-facilitated participatory workshops with employees from every department to shape new mission and vision statements that encompassed the full breadth of work we were doing at Thyme Care.


Select slides from the updated guidelines


THE BRAND IN USE
As Thyme Care grew from Series B through Series D, the brand system scaled with it, flexing across direct mail and email campaigns, website redesigns, one-pagers, impact reports, and more, without losing its core identity.


Thyme Care’s updated website on laptop (left) and mobile (right)


Member email campaign (left) and clinical support overview (right)


2024 Impact Report (left) and member app (right)

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