CaryHealth Brand Identity

Led the direction of design and development of CaryHealth's brand identity, including its own brand site, logos, and marketing materials.

As a result of these problems, we set aside our main objectives for the three months we had before 2025:

A Brand IdentityFirst and foremost, we needed to tack down a distinctive way for us to present ourselves.Are we happy? Serious? Playful?Is our brand loud and colorful, or thoughtful and deliberate? Once we found our footing here, the transition into #2 and #3 would be seamless.

A Brand Site FaceliftWithout a clear identity, we found our current site to be a mix of text and imagery that didn't fit the bill.Once we found our brand's niche, we needed to upgrade the site to reflect the colors, descriptive words, and feeling of those newfound brand guidelines. (See below for a sneak peek of “before” and “after” photos!)

A Shiny Logo SuiteThere are currently five products the company has built out so far, some of which had mismatching logos and others with no logos at all.Our goal was to align our products in such a way that followed our brand guidelines while allowing each of them a bit of breathing room to showcase their own unique flare. This was to be the metaphorical cherry on top of the brand suite cupcake.

With these three objectives in mind and only three months to accomplish such tasks, we wasted no time in finding the right approach.

Our marketing designer and I approached our brand identity issue first with an abundance of research. In order to find the fastest route to success, we searched through Dribbble and Webflow’s templates section to compile a mood board that seamlessly combined the identities of all of our products into one space.We ended up finding a few descriptive words that fit our current suite of products well:

• "Playful", alluding to rounded corners and fun colors spanning our products.
• "Clean", alluding to the sharp use of whites, and grays in combination with those "playful" colors.
• "Technical", alluding to the distinctive air of professionalism that a healthcare company should have.

Using these three words, we designed a proof of concept—the main hero section of the homepage—to see if we hit the nail on the head or missed the mark.At the same time, we took our three keywords and played with a few ideas for our logo suite. We settled upon a logo for our first product, Clair, and it was a hit! The suite fell into place seamlessly afterward—each of our products has a distinctive look, feel, and use case to them, so we inherently had all we needed to be successful.

Our first iteration of a homepage hero with our new logo suite in place.

After a few tweaks, we decided to shift this first hero design down the page in favor of a less eye-intensive graphic flow.Though this was the case, we did find ourselves successful in another aspect: the techy feel of the flowchart-esque design in tandem with the rounded corners and distinctive colors of our products peeking through gave us an idea of how “playful”, “clean”, and “technical” could work together amicably.This was our way forward!

For the first iteration of our new brand site, we decided to focus the most attention on our homepage and product pages. The most time and effort went into each of these pages, and rightfully so; it was a challenging, yet fun task to tie together each of our products’ distinctive looks and feels in a way that didn’t feel disjointed with the rest of the site.Come January was our first shipment of our new brand site, and we couldn’t be more pleased!

Our brand identity exercise opened up doors for us that previously seemed impossible to crack. With the creation of our logo suite and brand site revamp, we have the context we need to showcase our products the way they deserve to be shown.

Our logo suite combines the unity we so desired from our brand identity with the unique feel that each of our products harnesses. We were lucky in that each product has its own unique color scheme; this allowed us to utilize these colors to add to the "playful" theme we agreed upon!

On the left, not much can be gathered from the generic imagery used other than the fact that the user is looking at a healthcare company’s website. The names of the products are also drowned out among all of the other text on the page. On the right, though, especially on our product pages, you get a small taste of what we’re about.Within a few months since launch, we’ve really been able to run with our brand identity. We’ve created sales decks for our products, one-pagers, social media graphics, trade show backdrops, and even merch! This was all because we set ourselves up for success early, building a solid foundation before jumping to conclusions that wouldn’t fit our brand.I thoroughly enjoyed this exercise in bringing five very different products together to form one brand identity. How a company presents itself externally can easily make or break not only how it’s viewed by others, but also (and sometimes more importantly!) how it sells. Seeing CaryHealth flourish because of our brand exercise has opened my eyes to how a company can shine with a little bit of design and development!And of course, the grand reveal! You can check it out CaryHealth's brand site here!