Project

The Waystar brand had just launched to the world and the momentum was real. The executive team moved quickly — they wanted to brand their artificial intelligence and robotic process automation platform as a brand of its own, one that lived under the Waystar umbrella but stood powerfully on its own two feet. The goal was clear: differentiate, drive traffic, and generate qualified leads.

We started where every great brand starts — with intelligence. A thorough competitive audit of the AI landscape in healthcare gave us the insights we needed to find the white space where Hubble could truly own something.

I presented three fully developed concepts — each complete with a name, logo, voice, personality, website, and product design. One was a clear and unanimous winner.

Hubble.

The name pays tribute to Edwin Hubble — a brilliant astronomer and innovator who spent many of his formative years in Chicago and Louisville. The telescope that bears his name forever changed the way humanity sees the universe. In the same spirit, Waystar's AI and robotic process automation are transforming the way the healthcare industry sees itself — revealing new possibilities, new efficiencies, and a new way forward. The name is friendly, memorable, and carries an unmistakable spirit of discovery.

The logo was designed to align seamlessly with the Waystar brand while feeling modern, fresh, and kinetic — a visual identity that felt alive and forward-moving. From there, Hubble came to life across every touchpoint — campaigns, videos, pitch decks, websites, workshops, product design, webinars, and more. The web experience was built to be richly interactive, giving visitors the space to explore exactly how Hubble enhances Waystar's products in meaningful and tangible ways.

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Process

‍Before a single concept was designed, we laid the foundation. A comprehensive UI toolkit, brand guidelines, and design system were built entirely within Figma and the Creative Suite — establishing the rules, the language, and the visual framework that would govern every Hubble touchpoint from day one.

This foundational work was non-negotiable. Building a sub-brand within an established brand requires precision — every element of Hubble needed to feel like a natural extension of Waystar while simultaneously commanding its own distinct identity. The design system made that balance not only possible but scalable.

From there, I led a multidisciplinary team through a structured and fast-moving creative process — managing concurrent workstreams across brand identity, web design, product, campaign development, and sales enablement. As a cross-functional leader, I maintained close alignment between the creative team, the executive stakeholders, the product team, and the sales organization — ensuring Hubble wasn't just a beautiful brand but a powerful business tool.

AI and automation tools were integrated into our workflows throughout, allowing the team to move at the speed the moment demanded without sacrificing quality or strategic depth. Every decision — from the name itself to the interactive web architecture — was rooted in a single ambition: to make Hubble the most compelling AI brand in healthcare.

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Results

• 🚀 45% increase in inbound leads following the Hubble AI brand and campaign launch
• 💻 65% lift in website engagement driven by interactive digital experiences
• 💼 Sales teams empowered with a compelling brand story that opened doors and deepened conversations with both prospects and existing customers
• 🎯 Hubble established as a distinctly differentiated AI brand in the competitive healthcare tech landscape
• 🏆 One of the most successful sub-brand launches in Waystar's history — setting a new standard for how healthcare AI brands show up in the market

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