Custom Branded Graphics

Finding Opportunity Between Science and Humanity

I then identified and analyzed best-in-class healthcare and diagnostics brands that I believed successfully bridged human-centered communication with clinical and scientific credibility, translating my observations into five strategic opportunities for ReceptivaDx to strengthen that same balance: typography, color palette, imagery support graphics, and simplified communications.

Intentional Typography

Observation

In looking at the use of typography, specifically within the Maven and Tia Health brands, what stood out to me was how intentionally they use type as a distinctive part of their identities rather than simply as a functional element.

Maven pairs expressive serif headlines with clean sans-serif body copy to balance warmth and clarity, while Tia’s primarily serif system creates a cohesive and highly recognizable visual voice.

Observation

I saw an opportunity to build on ReceptivaDx’s established brand fonts, Futura and Avenir, while adding more variety to a typographic system that could sometimes feel too uniform. Stronger hierarchy, contrast and scale could improve legibility across applications. A more expressive serif accent font could introduce personality and flexibility without losing the familiarity of the existing typography.

Expanded  Color Palette

Observation

Across all of the brands, calm, approachable foundational colors paired with carefully selected accents create energy, contrast and emphasis. These expanded palettes give the brands greater flexibility while helping their communications feel contemporary, expressive and easy to navigate.

Observation

ReceptivaDx’s existing foundational colors of sage and pale salmon offered an opportunity to introduce greater depth, warmth and tonal contrast. Expanding the palette could create a more dynamic and flexible color system, allowing the brand to feel more expressive and contemporary while maintaining its clinical credibility.

Human  Centered Imagery

Observation

Maven Clinic, Tia Health and Parsley Health demonstrate different ways human-centered imagery can make healthcare feel more personal and relatable. What stood out to me was how their approaches ranged from authentic and optimistic to inclusive and editorial, while each kept real people and experiences at the center.

Observation

For ReceptivaDx, I saw the potential to use photography to present serious healthcare experiences in a more uplifting, reassuring and optimistic way. More intentional use of light, shadow and tonal contrast could add warmth and emotional depth. Authentic, human-centered moments could also help build a stronger sense of trust, support and connection with audiences.

Competitor review human-driven imagery examples

Distinctive  Support Graphics

Observation

A common thread across Maven Clinic, Tia Health and Everlywell is the use of supporting graphics to create more distinctive and recognizable visual identities. Geometric shapes, image treatments, organic forms and biologically inspired patterns add personality and flexibility while helping connect clinical and scientific subject matter with a more approachable human experience.

Observation

There was an opportunity for ReceptivaDx to establish a recognizable visual language beyond the core logo, color and typography by incorporating distinctive graphics and supporting visuals to help unify the brand across applications. This could bring greater personality and flexibility while strengthening consistency and recognition.

Competitor review supporting graphic examples

Simplified Scientific Communications

Observation

Another consistent theme among these selected brands was the thoughtful presentation of educational and scientific content. Strong hierarchy, spacing, data visualization and clear organization make complex information feel more approachable, digestible and visually engaging without sacrificing clinical credibility.

Observation

And finally, the ability to improve the effectiveness of how ReceptivaDx communicates scientific information and related clinical data was a key observation that could strengthen the brand across various applications. A more intentional visual approach—using supporting graphics, data visualization and thoughtfully chosen imagery—could create stronger hierarchy and clearer organization, making complex information more engaging, easier to understand and retain.

Competitor review supporting data communication examples

Typography

Color Palette

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Human Imagery

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Support Graphics

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Communications

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Intentional Typography

Observation:

In looking at the use of typography, specifically within the Maven and Tia Health brands, what stood out to me was how intentionally they use type as a distinctive part of their identities rather than simply as a functional element. Maven pairs expressive serif headlines with clean sans-serif body copy to balance warmth and clarity, while Tia’s primarily serif system creates a cohesive and highly recognizable visual voice.

Opportunity:

Expanded Color Palette

Observation:

Opportunity:

Human Centered Imagery

Observation:

Opportunity:

Distinctive Support Graphics

Observation:

Opportunity:

Simplified Scientific Communication

Observation:

Opportunity:

Clinical Warmth

A Human-Centered, Editorial Approach

Clinical Warmth placed greater emphasis on the patient experience, using a more expressive and emotionally engaging visual language to bring reassurance, approachability and humanity to the brand while maintaining its scientific credibility.

Photography Direction

Human-centered, empathetic, and reassuring imagery that brings humanity to the forefront while maintaining credibility.

Characteristics:

Candid moments
Brightness & warmth
Natural light & soft contrast
Calm, supportive, optimistic tone
Balance of people & science

Expanded Color Palette

Expanded color range that builds upon the existing brand colors, while creating a more contemporary and flexible palette.

Primary

Coral and Teal have been elevated to the primary colors for stronger contrast and improved clarity.

Secondary

Blush and Sage (the logo colors) provide support by introducing softness, and approachability.

Accents

New accent colors expand the palette’s flexibility for communication, hierarchy, and emphasis.

Supporting Graphics

Exaggerated rounded geometry, subtle overlays, and soft line work create a visual language that feels supportive, contemporary, and human-centered.

Characteristics:

Rounded geometry
Layered transparency
Ethereal gradients
Gentle line work

Iconography

The icons are intentionally abstract—designed to feel human, supportive, and calming while also being meaningfully simplistic.

Soft geometry, translucent layers, and minimal line work are combined to create a unique icon style that communicates care, connection and clarity.

Fonts

Adding Plus Jakarta Sans and Fraunces gives the brand more flexibility in how information is presented across applications while improving readability.

Futura

Provides familiarity and continuity with the existing ReceptivaDx brand.

Plus Jakarta Sans

Improves readability and flexibility across digital and print applications.

Fraunces

Introduces personality and moments of emphasis, bringing warmth and visual interest to key messages.

Typography

An editorial and approachable typographic system focused on openness, readability, and emotional accessibility.

The typography emphasizes: 

Clear hierarchy through font pairings, weight, and scale
Consistent lowercase use for a more approachable tone
Selective accent typography to highlight key messages

Photography Direction

Human-centered, empathetic, and reassuring imagery that brings humanity to the forefront while maintaining credibility.

Characteristics:

Candid moments
Brightness & warmth
Natural light & soft contrast
Calm, supportive, optimistic tone
Balance of people & science

Expanded Color Palette

An expanded range that builds upon the existing brand colors, while creating a more contemporary and flexible palette.

Primary

Coral and Teal have been elevated to primary for stronger contrast and improved clarity.

Secondary

Blush and Sage provide support by introducing softness, and approachability.

Accents

New accent colors provide flexibility for communication, hierarchy, and emphasis.

Supporting Graphics

Exaggerated rounded geometry, subtle overlays, and soft line work create a visual language that feels supportive, contemporary, and human-centered.

Characteristics:

Rounded geometry
Layered transparency
Ethereal gradients
Gentle line work

Iconography

Fonts

Adding Plus Jakarta Sans and Fraunces gives the brand more flexibility in how information is presented across applications while improving readability.

Futura

Provides familiarity and continuity with the existing ReceptivaDx brand.

Plus Jakarta Sans

Improves readability and flexibility across digital and print applications.

Fraunces

Introduces personality and moments of emphasis, bringing warmth and visual interest to key messages.

Typography

An editorial and approachable typographic system focused on openness, readability, and emotional accessibility.

The typography emphasizes: 

Clear hierarchy through font pairings, weight, and scale
Consistent lowercase use for a more approachable tone
Selective accent typography to highlight key messages

Clinical Composure

A Precise, Structured Approach

Clinical Composure placed greater emphasis on scientific authority and clarity, using a more restrained and structured visual language to convey precision, confidence and credibility while maintaining a sense of humanity and approachability.

Photography Direction

Confident, focused, and precise imagery that communicates scientific leadership and reliability. Humanity is present, but discipline and clarity lead the visual narrative.

Characteristics:

Purposeful shots
Scientific environments
More pronounced shadows & contrast
Calm, confident, assured tone
Balance of expertise & innovation

Expanded Color Palette

Expanded color range that builds upon the existing brand colors while creating a more contemporary and differentiated palette.

Primary

Coral and Teal remain the primary colors, however, both have been darkened to create stronger contrast and improved clarity.

Secondary

Blush and Sage remain important supporting colors for tonal variation.

Accents

New accent colors create opportunities for hierarchy, emphasis, and visual distinction.

Supporting Graphics

Geometric forms, repeating patterns, and technical line work create a visual language that feels precise, contemporary, and clinically grounded.

Characteristics:

Structured geometry
Repeating patterns
Technical line work
Data-inspired form

Iconography

The icons are intentionally minimal and precise in their design—designed to feel intelligent, confident and composed.

Clean geometry, consistent structure and minimal line work together to communicate accuracy and clarity.

Fonts

By introducing Instrument Sans alongside the existing Futura font, the brand gains a typographic style focused on clarity, precision, and consistency.

Futura

Provides familiarity and continuity with the existing ReceptivaDx brand.

Instrument Sans

Supports clarity and precision while introducing a contemporary character that feels distinctive without distracting from the content.

Typography

A restrained and structured typographic system focused on clarity, precision, and composure.

The application of fonts serves as an organizational tool, using hierarchy, spacing, and alignment to create a calm and confident typographical style.

The typography emphasizes: 

Clear hierarchy through disciplined use of scale, weight, and alignment
Consistent use of sentence case and uppercase to reinforce clarity and structure
Absence of accent typography maintains focus and precision

Photography Direction

Confident, focused, and precise imagery that communicates scientific leadership and reliability. Humanity is present, but discipline and clarity lead the visual narrative.

Characteristics:

Purposeful shots
Scientific environments
More pronounced shadows & contrast
Calm, confident, assured tone
Balance of expertise & innovation

Expanded Color Palette

Expanded color range that builds upon the existing brand colors while creating a more contemporary and differentiated palette.

Primary

Coral and Teal remain the primary colors, however, both have been darkened to create stronger contrast and improved clarity.

Secondary

Blush and Sage remain important supporting colors for tonal variation.

Accents

New accent colors create opportunities for hierarchy, emphasis, and visual distinction.

Supporting Graphics

Geometric forms, repeating patterns, and technical line work create a visual language that feels precise, contemporary, and clinically grounded.

Characteristics:

Structured geometry
Repeating patterns
Technical line work
Data-inspired form

Iconography

Fonts

By introducing Instrument Sans alongside the existing Futura font, the brand gains a typographic style focused on clarity, precision, and consistency.

Futura

Provides familiarity and continuity with the existing ReceptivaDx brand.

Instrument Sans

Supports clarity and precision while introducing a contemporary character that feels distinctive without distracting from the content.

Typography

The typography emphasizes: 

Clear hierarchy through disciplined use of scale, weight, and alignment
Consistent use of sentence case and uppercase to reinforce clarity and structure
Absence of accent typography maintains focus and precision