First Stop Health

First Stop Health (FSH)  is one of the leading telemedicine benefit providers in the US.  Beginning in Spring/Summer 2024, the FSH team started developing plans to roll out three refreshed core products, Virtual Primary Care, Virtual Mental Health and Virtual Urgent Care.

With the launch of these products slated for early 2025, it was a crucial time for the brand to refresh its identity and develop updated brand standards that were engaging, consistent, holistic, guiding, and flexible. It was also critical that the new brand design and standards be fluid as this ambitious organization acquires more services in the future. It made sense that First Stop Health brought us on to deliver exactly what they needed. 

We dove into the assignment with one guiding objective: Tell the complete story of FSH, representing all solutions and products holistically. With new enhancements on the horizon, it needed to be clear that FSH is able to provide an entirely different caliber of care. 

Through the rebrand, we introduced thoughtful design moments into the new visual system — honoring the past logo and its brand equity while incorporating elements that represent FSH’s future, mission, and values. The new mark retains the recognizable heartbeat symbol. Its continuous path reflects the company’s evolution, illustrating its expanded, holistic healthcare offerings. The continuous loop symbolizes progress and guidance, visually communicating the seamless experience of medical support.

In January 2025, the new brand design went live across website, app and social channels, ushering in a new First Stop Health brand identity to match the simple, warm experience its customers, consultants and brokers love. Within the first two months of the new brand launching, FSH saw an increase in site traffic, a lift in follower growth on owned social channels and higher open rates across email campaigns.