Well being advantages are not often easy. That is why Healthee – an AI-powered platform designed to assist individuals navigate them – got here to inventive communications company Scout Lab to make them clearer to their customers.
“Healthee got here to us with a powerful imaginative and prescient however a visible identification that did not replicate the emotional worth of what they provide,” says Willow Hill, co-founder and chief inventive officer at Scout Lab. “Our problem was to create a model that would construct belief in a extremely technical house whereas additionally standing out from the various chilly, company healthcare manufacturers.”
The brand new identification introduces a assured visible language, anchored by a ripple motif within the emblem, designed as a logo of influence and constructive change. “The ripple represents influence,” Willow explains. “When somebody understands their advantages and feels empowered of their healthcare journey, that readability creates constructive ripple results of their life.”
The emblem’s round kind and refined motion work seamlessly throughout digital platforms, with the potential for animation to strengthen that sense of vitality and circulation.
On the coronary heart of the redesign is the model’s mission to make healthcare extra accessible and intuitive. Scout Lab leaned into simplicity and emotional resonance, stripping away the pointless and leaning into parts that sign care quite than complexity.
“We needed Healthee to really feel like a information, not a gatekeeper,” says Willow. “Each design determination supported that steadiness – from approachable typography to clear UX and a chilled but daring palette.”
Shifting away from the standard blues and greens that dominate healthcare, Scout Lab constructed a color palette that feels each authoritative and optimistic.
“It was actually essential that we centered on scaling again their unique color palette and leaning into one thing ownable,” Willow explains. At its core sits poppy crimson, paired with black and white for distinction and energy. Surrounding it’s what the crew calls the ‘Healthee Glow’ – a collection of luminous gradients in softer hues that recommend heat, care, and optimism.
“The distinction helps the model flex emotionally whereas staying unified and identifiable,” Willow says. “We used the poppy to create a transparent and daring assertion, then added the softer tones to make it really feel extra human.”
Whereas the visible parts are placing, a lot of the undertaking’s perception got here from restraint. A key second for Scout Lab was realising that Healthee’s AI know-how did not should be the hero.
“A key perception was recognising that the AI engine didn’t should be the main focus,” says Willow. “Main with the know-how might make the model really feel chilly. The emotional energy got here from how the AI helps individuals. As soon as we agreed to centre human expertise over technical rationalization, the design system turned a lot clearer.”
Shifting the emphasis from synthetic intelligence to precise empathy aligns completely with Scout Lab’s broader mission to maneuver humanity ahead via considerate design and communications. Willow says: “With Healthee, that meant placing empathy and accessibility on the forefront.
“We approached the model not simply as a visible system, however as a method to enhance individuals’s relationship with a complicated a part of their lives.”
The rebrand additionally indicators a broader motion in well being and tech design, the place readability, emotion, and usefulness more and more outweigh sterile minimalism. “Branding could make healthcare really feel extra human,” Willow explains. “It offers readability, confidence, and emotional grounding in moments that may really feel anxious or weak. A considerate model builds belief, and belief is crucial to serving to individuals take management of their well being.”
In Healthee’s case, that belief now glows and radiates from each touchpoint.
