Mendel AI: Senior Designer & Marketing Lead

When I joined Mendel AI, I started as a designer tasked with leading a new brand direction. Over time, I grew into a design and marketing lead, shaping the company’s identity and contributing to its business success.

Establishing a New Brand Vision

My first project at Mendel was collaborating directly with the CEO to reimagine the brand’s visual and strategic identity. Mendel is a high-end clinical AI company, pioneering the integration of symbolic AI and clinical reasoning to transform medical workflows. With a target audience of directors and C-suite executives in the healthcare sector, the brand needed to reflect its technical sophistication and leadership in the field.

At the time, Mendel’s branding struggled to differentiate itself in a crowded AI market saturated with overused visuals like circuit boards and purple palettes. To break through, I conducted extensive research into luxury and high-tech branding, identifying opportunities to stand out. The result was a brand inspired by the timeless elegance of luxury brands like Four Seasons and the precision of scientific literature. I introduced a gold-accented color palette, a redesigned logo, and high-fidelity explainer graphics, giving Mendel a unique, elevated presence.

We also embraced a new tagline: "Supercharge Your Clinical Data Workflows," which reflects Mendel’s core mission of accelerating and enhancing clinical workflows for healthcare organizations. This tagline became the centerpiece of our messaging, aligning with the high-tech and high-impact nature of Mendel’s solutions.

Brand Research of the Clinical AI field at ASCO 2024

Mendel moodboard for luxury and highly-technical products.

The new Mendel logo, with a unique color and better spacing.

The new Mendel branding and custom illustrations.

Building the Brand Toolkit

Working with my talented direct report, Vivian Nguyen, we created a robust brand toolkit that extended far beyond guidelines. Together, we developed:

  • Sales decks: Tailored for high-impact pitches.

  • White papers and case studies: Combining sharp design with technical clarity.

  • Social media assets: Crafted for engagement and aligned with the brand’s sophistication.

  • Complex illustrations: Visually translating Mendel’s technical processes.

  • Event collateral: Ensuring the brand shined at conferences and industry events.

Mentoring Vivian was one of the most rewarding aspects of this role. I taught her the importance of precision and how to align every design detail with the company’s broader goals. Watching her grow into a confident, detail-oriented designer was a highlight of my time at Mendel.

New color palette, inspired by gold as the key color and jewel tones as the secondary colors.

Custom icon suite for brand guidelines.

Large custom icons in Mendel brand colors.

Key illustrations explaining Mendel’s main technology advancement, the Hypergraph.

General product screens while keeping the product UI proprietary.

Custom branding sales deck in the Mendel Google Slides suite.

Google Docs templates for White Papers and Sales Proposals.

Social Media design, posting and strategy.

Expanding Beyond Design

After solidifying the brand’s foundation, I ventured into marketing initiatives, gaining experience in social strategy, sales enablement, and event representation. Key accomplishments include:

  • Social Media Strategy: I developed and executed a comprehensive LinkedIn strategy to elevate Mendel’s presence. This included creating post content buckets, writing copy, designing graphics, and producing short-form videos with on-screen captions. These efforts highlighted the company’s mission, product features, and industry expertise in an approachable format.

  • Sales Team Enablement: I led a pilot program to empower our BDRs, AEs, and clinical experts to build their personal brands on LinkedIn. By providing them with tailored design assets, content strategies, and post ideas, we aimed to establish their credibility and trustworthiness in the industry, ultimately driving more sales opportunities.

  • Partnership Coordination: I led initiatives of partnering our excellent team with media outlets to boost our presence in the healthcare market. Including Meta, Google, Snowflake, Databricks and Azure. These efforts included scheduling, marketing, and content creation.

  • Event and Conference Representation: As a brand ambassador, I represented Mendel at key industry events such as Ai4 and ASCO. These experiences deepened my understanding of how branding and marketing translate into real-world impact.

Marketing video promoting a Mendel partnership. Using AI tools, after effects and google voice.

Representing Mendel at ASCO ai.

Reflecting on My Journey

At Mendel, I honed my branding and design skills and grew as a marketing leader. I learned how to bridge creative and business goals, mentor talent, and drive initiatives directly contributing to the company’s growth. This experience solidified my passion for combining art direction and marketing strategy to help tech companies like Mendel achieve their potential.

Ending again with the Mendel Hypergraph. A graphic that took 12+ hours to comprehend the technology with the CSO at Mendel and to simplify this concept into an easily digestible graphic.