Project Overview

Tebra emerged from the merger of two established health technology companies, PatientPop and Kareo. The brand transition had to happen in public, across every digital property, without a pause in service.

The constraint

Both original companies were still operational throughout. Two mature domains carried years of accumulated search authority and an existing customer base with no reason to care that a merger had happened. A clean-slate rebrand would have been simpler to design and considerably more damaging — the risk was losing hard-won organic visibility and confusing customers mid-contract.

My role

I led Digital Experience through the transition, embedded in the marketing function and working across brand, web and SEO.

Approach

• Sequenced the rollout across multiple domains so the new identity landed consistently rather than piecemeal.
• Treated search visibility as a design constraint from the start, not a post-launch cleanup — preserving equity across both legacy domains.
• Worked with an external branding agency on logo development, then translated the identity into working digital assets.
• Upgraded visual assets across platforms so the two former brands resolved into one.