PicnicAI
A full rebrand restructuring one company into three distinct entities — PicnicHealth, PicnicResearch, and PicnicAI — each speaking to a different audience while operating as one coherent system.
The Challenge PicnicHealth had built two parallel businesses on a single brand, a consumer patient app and a pharmaceutical research platform, creating confusion on both sides. The solution wasn't two separate brands. It was one system that could operate at three distinct altitudes simultaneously.
My Role I led the rebrand end to end. Strategy, concept development, executive alignment, and full execution across all three brands.
Every decision was driven by one question: how close are we to the individual human? One Brand system, three altitudes. PicnicHealth lives warmly in the patient's world. PicnicResearch steps back, abstracting people into human-centered data. PicnicAI is the connective tissue, the infrastructure holding both sides together.
All three brands operate off of one shared palette, one type system, and visual elements that shift to support the creation of three distinct voices.
The Result Launch week traffic increased, and unique visitors rose. A story that finally made sense to the people it needed to reach.
PicnicHealth In the patient's life. Warm photography, soft palette, and product UI layered directly into daily life, communicating that Picnic enters the patient's world, not the other way around.
PicnicResearch A deliberate step back. Photography abstracted through color and texture, speaking to the many data points converging into a clear picture, while never losing sight of the patient connection underneath.
PicnicAI The parent brand. Abstract by design, PicnicAI is humanity in aggregate. A restrained visual language built from shared typography and a single core palette allows each product brand to integrate seamlessly, holding both sides of the business together without competing with either.
