MARBI - AI ENABLED MEDICAL BILLING AND MARKETING PLATFORM
Creating a brand for a new kind of AI-powered healthcare platform.
Brand Strategy · Visual Identity · Creative Direction · Early Product Vision · Investor & Sales Materials
Marbi began with an ambitious idea: replace the fragmented collection of marketing, intake, insurance and billing tools used by healthcare organizations with one intelligent platform.
Working with the founding team through ISBX, I led the creative direction and development of the Marbi brand from its earliest stages.
GIVING THE IDEA AN IDENTITY
At the time, Marbi was still evolving from concept into product.
My role was to help turn that emerging vision into something tangible—developing the name and visual identity, establishing the brand system, and creating the materials needed to communicate the company to customers, partners and investors.
The resulting identity was designed to feel distinctly modern and technology-driven without falling into the familiar visual language of traditional healthcare software.
HELPING ENVISION THE PRODUCT
I also participated in early product exploration, working with the team to translate Marbi’s broader vision into initial concepts and interface sketches.
As the platform took shape, UX Lead Nare Krmoyan assumed primary responsibility for the product experience, designing the workflows and interface that brought Marbi’s increasingly complex feature set together.
My focus remained on creative leadership—helping ensure the product, brand, investor materials and broader company presentation felt like parts of the same idea.
BUILDING THE STORY AROUND THE PRODUCT
That work ultimately extended across the identity, visual system, product presentation, sales and investor storytelling.
Marbi is a good example of the role I increasingly play with early-stage companies: working with founders before everything is fully defined, helping clarify what the company wants to become, and then creating a brand capable of carrying that idea forward.
AGENCY: ISBX
CREATIVE DIRECTOR: Steve Sigler
UX LEAD: Nare Krmoyan
SENIOR DESIGNER: Raymund DeQuiros
DESIGNER: Darielle Mendoza
Steve earned our complete trust creatively. He understood what we were trying to build and consistently made it better.
— Eraj Basseri, MD
Co-Founder, Marbi
“Steve has a remarkable ability to turn complex ideas into something clear, compelling, and approachable.”
— Ted Khalili, MD, FACS
Co-Founder, Marbi
“Steve brings the rare combination of strategic thinking and creative instinct that early-stage companies need.”
— Gerard Casale, Esq.
Co-Founder, Marbi