Building a Healthcare Brand Identity
Client
Heidi Health
Year
2022
Services
Branding and Identity Design
Design System
Illustration
In 2022, Heidi needed a brand identity that felt modern and human, standing apart from outdated clinical software, while balancing trust and clarity for clinicians with warmth for patients.
We positioned Heidi as "the connective layer of modern primary care," built around a geometric logo, an energising but clinical colour palette, and humanised type. A custom bird mascot, built from the logo's geometric elements, brought warmth across product, marketing, and onboarding.
The result: stronger trust with clinics, better usability, and a brand that helped support the company's Series A.
