UST Healthproof
UST Healthproof
UST Healthproof
Establishing identity and digital experience for UST Healthproof, a health-tech company empowering organizations in their healthcare journey
Establishing identity and digital experience for UST Healthproof, a health-tech company empowering organizations in their healthcare journey
Brand Identity
Brand Identity
Generative design
Generative design
Digital experience
Digital experience
PHASE 1
PHASE 1
Branding; Meet the new UST Healthproof
Branding; Meet the new UST Healthproof
Branding; Meet the new UST Healthproof
OVERVIEW
OVERVIEW
We were approached by UST Healthproof Group, a health-tech company with approximately $7.5 million in annual revenue, to develop their brand strategy. They sought to establish a unified identity under UST following their merger with Advalent and Advantasure.
Phase duration : 4 months, my role : planning workshops, ideations, creative coding
Once upon a time… three health-tech brands came together to form an union
Once upon a time… three health-tech brands came together to form an union
Once upon a time… three health-tech brands came together to form an union
Designing for a merger is a complex process. We began by conducting numerous workshops to understand the new brand and post-merger state. Our goal was to comprehend the goals, mission, vision, and product lineup from each company involved.
Challenge : Aligning stakeholders towards the new vision, mission and brand strategy
Challenge : Aligning stakeholders towards the new vision, mission and brand strategy
Challenge : Aligning stakeholders towards the new vision, mission and brand strategy
Once we had the initial understanding, we conducted several workshops and interviews to align the three leadership teams for the brand strategy. With three distinct leadership groups involved, we faced the challenge of ensuring everyone was on the same page and fostering productive discussions
Solution : incorporating fun and competitive exercises into the workshops
Solution : incorporating fun and competitive exercises into the workshops
Solution : incorporating fun and competitive exercises into the workshops
I transformed some brand workshop activities into games and challenges. This approach provided us with better insights and a clearer picture of the brand. This also helped the leadership team ease a little and have fun conversations.
I transformed some brand workshop activities into games and challenges. This approach provided us with better insights and a clearer picture of the brand. This also helped the leadership team ease a little and have fun conversations.
I transformed some brand workshop activities into games and challenges. This approach provided us with better insights and a clearer picture of the brand. This also helped the leadership team ease a little and have fun conversations.
The Archetype League; a tournament-style exercise designed to stimulate discussion for identifying the appropriate brand archetype.
The Archetype League; a tournament-style exercise designed to stimulate discussion for identifying the appropriate brand archetype.
I created custom brand archetype icon set using Midjourney for this workshop.
I created custom brand archetype icon set using Midjourney for this workshop.
Get it from here.
Get it from here.
I also developed a token-based racing game to facilitate discussion on brand values.
I also developed a token-based racing game to facilitate discussion on brand values.
Ideations : Finding elements and logic to depict the brand's personality
Ideations : Finding elements and logic to depict the brand's personality
Ideations : Finding elements and logic to depict the brand's personality
After successfully defining the brand's personality, vision, and mission, we began brainstorming visual representations for the brand.
During this time, we found few examples of dynamic branding done using generative coding and we thought this is something we should try out to represent the tech and disruption side of our brand.
After successfully defining the brand's personality, vision, and mission, we began brainstorming visual representations for the brand.
During this time, we found few examples of dynamic branding done using generative coding and we thought this is something we should try out to represent the tech and disruption side of our brand.
After successfully defining the brand's personality, vision, and mission, we began brainstorming visual representations for the brand.
During this time, we found few examples of dynamic branding done using generative coding and we thought this is something we should try out to represent the tech and disruption side of our brand.
An early exploration showing how Healthproof seamlessly integrates with your company, making the workload of an entire department disappear
An early exploration showing how Healthproof seamlessly integrates with your company, making the workload of an entire department disappear
We explored numerous science and math-based concepts as we experimented with the idea of 'Dynamic Branding' and generative design
We explored numerous science and math-based concepts as we experimented with the idea of 'Dynamic Branding' and generative design
Building ideas : prototyping, testing, and getting feedback
Building ideas : prototyping, testing, and getting feedback
Building ideas : prototyping, testing, and getting feedback
After lots of sketches, patterns and figma prototypes, we started choosing directions and exploring in depth to get feedback from client. Here are two final directions we pitched.
After lots of sketches, patterns and figma prototypes, we started choosing directions and exploring in depth to get feedback from client. Here are two final directions we pitched.
After lots of sketches, patterns and figma prototypes, we started choosing directions and exploring in depth to get feedback from client. Here are two final directions we pitched.
Concept 1; Threads of innovation
Concept 1; Threads of innovation
Concept 2; Connected ecosystem
Concept 2; Connected ecosystem
Threads of innovations
Echoing HealthProof's ingenious craft in its signature
Threads of innovations
Echoing HealthProof's ingenious craft in its signature
Selected concept "Connected Ecosystem"
Selected concept "Connected Ecosystem"
Feedback : The idea of connected ecosystem is nice but right now the identity is too random, we need something to provide it a structure.
Feedback : The idea of connected ecosystem is nice but right now the identity is too random, we need something to provide it a structure.
Feedback : The idea of connected ecosystem is nice but right now the identity is too random, we need something to provide it a structure.
Expanding the concept; logic building
Expanding the concept; logic building
Expanding the concept; logic building
We began fine-tuning the selected concept, with a major update being the addition of a grid at the base to provide structure to the identity. We also incorporated more components based on the brand's personality
We began fine-tuning the selected concept, with a major update being the addition of a grid at the base to provide structure to the identity. We also incorporated more components based on the brand's personality
We began fine-tuning the selected concept, with a major update being the addition of a grid at the base to provide structure to the identity. We also incorporated more components based on the brand's personality
Exploring and expanding the brand identity. Creating meaningful components around different layers of the brand language.
Exploring and expanding the brand identity. Creating meaningful components around different layers of the brand language.
Exploring and expanding the brand identity. Creating meaningful components around different layers of the brand language.
Exploring and expanding the brand identity. Creating meaningful components around different layers of the brand language.
PHASE 2
Magic
Generative design tool
OVERVIEW
While working on the logic of our "dynamic" brand language, I developed a generative design tool to assist our internal team in creating assets. As UST Healthproof is currently building their design team, this tool has also been very beneficial for them.
Phase duration : 3 months, my role : creative coding, front end development
PHASE 2
Magic
Generative design tool
OVERVIEW
While working on the logic of our "dynamic" brand language, I developed a generative design tool to assist our internal team in creating assets. As UST Healthproof is currently building their design team, this tool has also been very beneficial for them.
Phase duration : 3 months, my role : creative coding, front end development
PHASE 2
Magic
Generative design tool
OVERVIEW
While working on the logic of our "dynamic" brand language, I developed a generative design tool to assist our internal team in creating assets. As UST Healthproof is currently building their design team, this tool has also been very beneficial for them.
Phase duration : 3 months, my role : creative coding, front end development
PHASE 2
Magic
Generative design tool
OVERVIEW
While working on the logic of our "dynamic" brand language, I developed a generative design tool to assist our internal team in creating assets. As UST Healthproof is currently building their design team, this tool has also been very beneficial for them.
Phase duration : 3 months, my role : creative coding, front end development
The Generative design tool in action
The logic used to create the initial pattern was repurposed to define various functions. These functions combine to render a unique pattern each time
The logic used to create the initial pattern was repurposed to define various functions. These functions combine to render a unique pattern each time
The logic used to create the initial pattern was repurposed to define various functions. These functions combine to render a unique pattern each time
The logic used to create the initial pattern was repurposed to define various functions. These functions combine to render a unique pattern each time
PHASE 3
Digital experience
OVERVIEW
Once we completed the brand strategy, we moved on to creating a digital experience for UST Healthproof from scratch. Our guiding principle was to design a website that simplifies the user's journey in finding the product they are looking for.
Phase duration : 4 months, my role : UX designer
PHASE 3
Digital experience
OVERVIEW
Once we completed the brand strategy, we moved on to creating a digital experience for UST Healthproof from scratch. Our guiding principle was to design a website that simplifies the user's journey in finding the product they are looking for.
Phase duration : 4 months, my role : UX designer
PHASE 3
Digital experience
OVERVIEW
Once we completed the brand strategy, we moved on to creating a digital experience for UST Healthproof from scratch. Our guiding principle was to design a website that simplifies the user's journey in finding the product they are looking for.
Phase duration : 4 months, my role : UX designer
PHASE 3
Digital experience
OVERVIEW
Once we completed the brand strategy, we moved on to creating a digital experience for UST Healthproof from scratch. Our guiding principle was to design a website that simplifies the user's journey in finding the product they are looking for.
Phase duration : 4 months, my role : UX designer
Discovering key drivers for website design
Discovering key drivers for website design
Discovering key drivers for website design
"Assist those who are unfamiliar with our offerings"
"Simplify the journey of the user finding a product"
Building blocks
Building blocks
Building blocks
We broke the design process into smaller chunks, and our goal was to make the these smaller blocks scalable and reusable across whole website. These blocks include Information architecture, page narratives, navigation, in page components.
We broke the design process into smaller chunks, and our goal was to make the these smaller blocks scalable and reusable across whole website. These blocks include Information architecture, page narratives, navigation, in page components.
We broke the design process into smaller chunks, and our goal was to make the these smaller blocks scalable and reusable across whole website. These blocks include Information architecture, page narratives, navigation, in page components.
Setting up narrative and flow for each page
Setting up narrative and flow for each page
Defining Information Architecture, creating a funnel down approach for product discovery
Defining Information Architecture, creating a funnel down approach for product discovery
Taking a component and template based approach early during wireframing phase helped with scaling the website and creating the design system.
Taking a component and template based approach early during wireframing phase helped with scaling the website and creating the design system.
Designing for product understanding and discovery
Designing for product understanding and discovery
Designing for product understanding and discovery
Product discovery and enhancing user understanding of the product suite were the primary objectives for the website. Here are a few snippets detailing how we achieved this
Product discovery and enhancing user understanding of the product suite were the primary objectives for the website. Here are a few snippets detailing how we achieved this
Product discovery and enhancing user understanding of the product suite were the primary objectives for the website. Here are a few snippets detailing how we achieved this
Thoughtfully designed navigation to guide user to the right products and services
Thoughtfully designed navigation to guide user to the right products and services
The offerings pages also follow the same progressive disclosure of products and information as showcased in the navigation above
The offerings pages also follow the same progressive disclosure of products and information as showcased in the navigation above
Diagrams, video snippets etc were spread across the whole website to give users visual information about the product ecosystem
Diagrams, video snippets etc were spread across the whole website to give users visual information about the product ecosystem
I designed this tooltip interaction for news and resources section to give information about certain keywords
I designed this tooltip interaction for news and resources section to give information about certain keywords
Putting it all together
Putting it all together
Putting it all together