Healthcare
at the speed
of life

Revolutionizing at-home diagnostics with innovation and strategy: how a healthcare startup scaled from funding to a $2.3 billion market cap.

Cue Health is an at-home diagnostics company that saw massive growth during the COVID-19 pandemic. With years of experience in diagnostic technology, they quickly pivoted to produce reliable testing solutions at scale. We helped launch their brand and first at-home diagnostic test at a critical time while supporting their funding efforts. This partnership fueled Cue Health’s expansion from a small team of fewer than 100 employees to a public company with nearly 2,000 staff and a global presence.

Agency: We Are JOY

  • Cue Health was growing fast and needed a solid brand and marketing strategy to keep up. They had to expand into both B2B and direct-to-consumer (DTC) markets, strengthen their healthcare provider services, and establish key partnerships with major players like the NBA, MLB, Albertsons Pharmacy, Google, and Apple. On top of that, they needed to make a big splash with a Super Bowl digital marketing campaign.

  • We built a flexible strategy, creative, and production team to handle Cue Health’s evolving needs. Working closely with the C-suite and executive partners, we developed a scalable marketing and design approach. I led a team of 10 project managers, matching them with the right talent across different disciplines, growing the total account team to 40 members and scaling up to 95 for one-off projects throughout the year.

    We Are JOY | Marketing strategy, brand identity, creative strategy, design, production, UX/UI, web & app development

    Black Sock Studio | Photo & Video Production

  • Our team worked on packaging design, UX/UI design, creative strategy, production, web and app development, B2B collateral (digital and print), investor and stakeholder pitch decks, corporate communications, and digital campaign strategy. Every piece of work was designed to support Cue Health’s rapid expansion and market reach.

  • With a solid strategy in place, Cue Health secured $481M in government funding and went public with a $200 million IPO in 2021. They saw record levels of private investment and landed major partnerships with organizations like the Department of Defense, NBA, Google, NASA, and Netflix. Their team grew from 99 employees in January 2020 to 1,515 by the end of 2022, and their market cap hit $2.3 billion. The Super Bowl digital marketing campaign helped drive brand awareness, solidifying their place in the at-home diagnostics industry.

High-quality product shots showcasing Cue Health’s at-home diagnostic devices with a clean, modern aesthetic. Every detail is captured to highlight innovation, ease of use, and precision.

A look inside the Cue Health app, designed for intuitive navigation, clear results, and a smooth user experience. Every screen was crafted to provide users with fast, accurate, and actionable health insights.

Custom-designed materials for healthcare providers, corporate partners, and investors. Digital and print assets include pitch decks, brochures, and marketing campaigns tailored to drive adoption and engagement.

As a strategic partner to the founders and executive team at Cue Health, the focus was on aligning marketing, creative, and product strategies with business objectives. A cross-functional team was built and managed to drive innovation, execute high-impact campaigns, and establish Cue as a leader in at-home diagnostics.