RUPA HEALTH
Rebrand & Career Page Design
Rupa Health is a healthcare startup and lab ordering platform with a goal of making the lab testing process easier. The leadership team reached out to me for help redesigning their career page.
BRANDING & IDENTITY
WEB DESIGN
CHALLENGE
Rupa Health’s existing web presence felt clinical and overly serious, which didn’t reflect the vibrant and playful energy of the team. They asked me to create a new visual direction for their careers page that stayed close to their core brand but brought in more personality, warmth, and fun. The goal was to better express Rupa’s values and give candidates a true sense of what it’s like to work there.
SOLUTION
I partnered closely with Rupa’s leadership team and lead designer to explore brand directions through moodboards, align on a refreshed visual style, and design an entirely new careers page. The final result was a hit, with the team saying they "loved [my] energy and passion" and were "super impressed" by the work and direction I brought to the project.
Gathering Requirements
I kicked off the project by meeting with the client to understand their goals, vision, and the overall vibe they wanted the page to convey. We talked through the tone (approachable, energetic, and people-first) and identified the most critical content: open roles, team culture, company values, and a strong call to action for potential candidates. This helped ensure the design aligned with both their brand and hiring goals.
Moodboard Ideation
I created three distinct moodboards to explore different visual approaches that aligned with the project goals from unique angles. The directions were titled Popart Poptart, Contemporary Comfort, and Whimsical Wonder, each with its own tone and personality. After presenting the options to the client, Whimsical Wonder stood out as the favorite because it captured a playful and people-first tone.
Final Visual Design
I delivered a final design that successfully met all project goals and business requirements while bringing the new branding style to life. The result captured the energy and personality the client was looking for, and the team was thrilled with how it all came together.
Landing Page
A fun, splashy landing section with bright colors and movement, an abridged mission statement, and a CTA to go directly to the organization's open positions.
Rupa's Mission
Elaborating on the mission with a video from one of the company's doctors about what Rupa Health can do for the user and some scrolling testimonials.
Our Values
A set of cards that details Rupa's core values featuring a rolodex-style animation of flipping through each value.
Snapshot of Rupa Life
Screenshots of fun Zoom meetings, quippy exchanges in the company group chat, and photos from team bonding outings bring life to the team culture.
Rupa Offsites
Videos documenting the previous years' team offsites from Costa Rica, Sayulita, and Barcelona.
Rupa's Awards
Small section to showcase the awards that Rupa has won.
Open Positions
A redesigned format for their open positions listings that includes new methods of filtering positions and a new visual treatment.
Development Guide
To support efficient implementation, I created a comprehensive development guide tailored to the engineering team’s needs. It outlined key design specifications, interaction behaviors, and edge cases, helping to minimize ambiguity and reduce back-and-forth.
Lessons Learned
1.
A Little Fun Goes a Long Way
Even in industries that lean clinical or serious, bringing in playfulness (when done with intention) can completely shift how people connect with the brand. Letting personality shine made the careers page feel more human and inviting.
2.
Moodboards Are Magic
Presenting three distinct visual directions helped focus the conversation and gave the client a clear way to respond to style and tone. It’s a great reminder that showing is better than telling when aligning on creative direction.