Backed by leading academic medical centers, Sundial was created to reimagine fertility care for working women—delivering best-in-class medical support with convenience, compassion, and employer alignment. Originally launched under the name ParityHealth, the company needed a new name and brand that better reflected its bold model and future vision.

My Role

Project lead across brand strategy, naming, and messaging

• Led discovery sessions and stakeholder interviews with 20+ physicians, medical partners, and internal leaders

• Defined the brand positioning “Medical Effectiveness. Modern Efficiency.” to capture the duality of clinical rigor and accessibility

• Developed and secured alignment on the name Sundial—a symbol of time, control, and clarity

• Wrote all core messaging, including the tagline “It’s About Time” and narrative tailored to patients, employers, and health systems

• Guided the creation of a modern, optimistic visual identity system and oversaw brand guidelines

Impact

• Transformed ParityHealth into a distinctive, confident brand with a clear mission and voice

• Helped Sundial stand out in the crowded femtech landscape with a message that balances trust, innovation, and accessibility

• Provided the foundation for future marketing, partnership, and employer growth efforts with a cohesive, ready-to-scale brand system