Cowley was proud to have spearheaded the re-brand of MedTech -- now called LifeSciencesNY, to capture the association's more comprehensive range of services, wider variety of members, and expanded geographic footprint Among the communications tools and tactics developed by Cowley were a new brandmark and identity system, positioning tagline, social media and e-newsletter templates, videos, a refreshed website design, conference materials to help launch the new identity, and more.