Brand development for telemedicine startup in the addiction recovery space

Tools: Google slides, figma
Roles: brand consultant, brand designer, visual designer, writer

I was brought into a telemedicine start-up to help them establish the brand identity.

The only thing they had was a logo and an in-progress website so I quickly got to work catching up. Here’s what my branding/rebranding process often looks like:

  • Workshop: Archetypes
  • Workshop: Foundations
  • Customer interviews
  • Competitive analysis
  • Period of synthesis and documentation
  • Presentation of first pass and collaboration until we come to a final version

This project needed to be accelerated and in JUST 2 WEEKS I delivered a 28-page brand guideline which included the following categories of information:

  • Foundations
    • Our golden circle
    • Brand pillars
    • Values
    • Brand story
    • Persona
  • Voice
    • Tone of voice
    • Messaging examples
    • Vocabulary
    • Statement examples
  • Design language
    • Logo
    • Colors
    • Typography
    • Templates
  • Employee brand
    • What is it?
    • What do we call ourselves?
    • Digital dress code
    • Corporate image

Many brands make their guidelines public-facing and if a brand I work with doesn’t publish, I don’t share them in their entirety publicly. Here are a few stand-out pages that include information you can easily see in play in their brand online.

I also co-designed the Recover website and you can learn about that here.

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