An identity revamp that brings empathy to healthcare payments
- Visual Identity System
Historically the U.S. healthcare system has been linked to indifference, red tape, and a deep feeling of consumer frustration. In the midst of this ongoing cycle, an early-stage company is stepping in as an employer benefit—adding humanity back into the healthcare coverage/payments systems—and has found footing from SMBs to the Fortune 500. We were enlisted to mature the identity, unify the brand, connect on a more human level, and ensure appropriate differentiation from corporate insurers.
Designing to establish trust
The existing identity was lost in the sea of health- and fin-tech brands. Without losing the company's technological foundation, we realigned the visual and written identity towards a balance of human connection, dependability, and a refreshing vision of healthcare. We tempered a worrisome topic with soft but energetic colors, lovable illustrations, and approachable copywriting.