In October 2016, Alice Crisci came to me with an app idea to revolutionize medical care.
Through her own battle with infertility, Alice saw how scattered medical information was online. Patients need definitive answers from experts, not anonymous, anecdotal advice.
In just a few short months, I helped her hone that vision into a solid product prototype, brand, and story that her team could run with.
We started the process by defining a number of job stories: reasons why people would use the app based on their situation, motivation, and expectations.
After sketching out a few directions together, I dove into high-fidelity design. Within days, Alice had a fully-interactive prototype she could test with users and show to investors.
We used an interim visual system while designing the brand in parallel, and then re-skinned the app once the brand was finalized. (Below is the final, branded protoype.)
While working on the app, I partnered with my talented friend and fellow designer Jessica Strelioff to create a brand identity for MedAnswers.
The logo we created is a friendly take on the well-worn medical cross, which also symbolizes the convergence of expert knowledge that MedAnswers enables.
‣ Brand System
We extended the logo into a bright, uplifting design system—a much-needed antidote to the drab design of most medical-tech companies.
‣ Brand Book
We documented not just the how of the brand, but also the why. As the MedAnswers team rapidly grew, our Brand Book ensured everyone stayed on the same page.
Some excerpts of the many sketches, briefs, and logo drafts that went into the process...
Once the brand and product were nailed down, my final task was to help MedAnswers tell their story to investors and to the public.
While design is an important component of this, words are equally vital. Together, we crafted a clear, concise, compelling narrative that anyone could understand, and then we rolled it out onto a fundraising pitch deck and a public-facing website.
▸ Pitch Deck
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