projects
2024 – 2025
Rebranding for growth
Giving One Pass a new identity to compete beyond Optum
What began as an internal fitness benefit evolved into a standalone wellness brand built for broader growth. I led content strategy and UX to help reposition One Pass for new audiences, independence and long-term market expansion.
18,000+
In-network gyms and studios
72%
Medicare users likely to renew
30 Million
Members served
4,000+
Employer partners
AT A GLANCE
ROLE
Owned content strategy, writing and UX to rebrand One Pass as a competitive standalone fitness product
COMPANY
Optum Health (UnitedHealth Group), Remote
DURATION
2022 – 2025
TEAM
Product, design, engineering, marketing, external vendor and business development
PLATFORMS
Web experience app · Mobile app (Aaptiv) ·
SKILLS
Rebrand strategy · Personalization · UX writing · Voice & Tone · Multi-platform experience
OVERVIEW
The work
One Pass began as a fitness benefit within Optum, offering access to gyms studios and digital fitness content. But its growth was limited by its association with a healthcare brand, which made it difficult to sell to employers and partners outside the UHG enterprise.
The work repositioned Optum as a standalone fitness product dsigned to compete in the market, support external partnerships and expand byond the Optum ecosystem.
AUDIENCE STRATEGY
Designed for distinct audiences
One Pass is a popular fitness product featuring a robust network of thousands of participating gyms and studios. In fact, it's two products: One Pass Select, a commercial fitness product for subscribers and their families and One Pass, a government offering to Medicare members.
01
One Pass Select
Shaped voice, messaging, content and user journey for commercial subscribers.
02
Medicare experience
Customized tone, content and imagery for this senior population to motivate registration and retention.
03
Personalization
Personalized offers, content and guidance to help One Pass users achieve better outcomes.
04
A Brand that flexes
Created a cohesive brand identity that flexes across audiences while supporting meaningful differences.
Fitness is personal. The right content and design help the experience feel that way, too.
CHALLENGE & OPPORTUNITY
Evolving a product beyond its original boundaries
THE ASK
Reposition One Pass as a standalone brand that could compete beyond Optum while still supporting existing healthcare relationships.
The experience needed to feel credible as a consumer fitness product, flexible enough for white-label clients, and cohesive across web and mobile.
THE OPPORTUNITY
Create a brand and content system that could scale across audiences, channels and parners without losing clarity or personality.
The goal was to make One Pass feel like a product people would choose, not just a benefit they were given.
Strategic aPPROACH
From rebrand to integrated experience
My approach was to connect workstreams through ecosystem alignment. Each ecosystem building the foundation for a fitness experience that felt both distinct and connected.
01
Redefine the brand
Led strategy to establish One Pass's refreshed identity and voice, positioning its transition from Optum branded "gym perk" to standalone competitive wellness product.
02
Customize for multiple audiences
Guided content and experience decisions for both commercial and Medicare users, ensuring each felt relevant while maintaining a cohesive brand.
03
Shape the end-to-end experience
Partnered with product to build consistent web and mobile experiences from onboarding onward, including integration with the Aaptiv app.
04
Build systems that scale
Developed content standards, reusable patterns and governance model to ensure consistency across teams, partners and future growth.
05
Collaborate to drive adoption
Worked across product, design, business development and external partners to align stakeholders and deliver a market-ready product.
KEY OUTCOMES
What the work achieved
Standalone brand expanding One Pass's market viability, meeting the needs of 4000+ external clients and broadening B2B growth
Rapid growth and broad adoption across 30M+ members and 18,000+ gyms and studios, establishing One Pass as a widely used fitness benefit
Audience-specific experiences increasing relevance for commercial users, family members and Medicare populations
Scalable content system improving consistency across web and mobile experiences
The integration of One Pass web and Aaptiv mobile into one cohesive product experience
Foundation of growth contributing to the successful evolution and eventual sale of the business
Assets
A glimpse into the work
NEXT PROJECT
Reimagining women's wellness
From stalled fitness app to Apple's App of the Day
Rebranded a struggling fitness app in a saturated market into a more emotionally intelligent holistic self-care platform for women.
Let's Build Something
Worth Remembering.
Whether you're building a new team from the ground up, scaling an experience or shipping a product that needs to earn trust at every touchpoint, I bring the strategy, leadership and execution that turns vision into value.