Blue Clay: Making healthcare feel human and trustworthy at the same time

The Challenge

Healthcare branding sits in an uncomfortable tension. Patients are used to a medical system that feels cold and inefficient — the last thing they need is another brand that sounds clinical. But you also can't look like a wellness startup when you're dealing with complex illnesses and specialist coordination. And on the infrastructure side, you need to signal serious technology to investors and partners without losing the human story that makes the whole thing worth building.

The Challenge

What We Built

We started with Blue Clay Health — logo, visual identity, brand guidelines, voice and tone, audience-segmented messaging for both patients and physicians, and the communication materials the founder needed to pitch, recruit, and launch. The design language was deliberately warm: caring typography, natural photography, a palette that feels reassuring rather than sterile. The messaging principle was simple — explain complex processes in ways a ten-year-old can understand.

From there, we defined the rest — social content strategy, LinkedIn posts, newsletters, infographics, key selling points, and messaging for a complex set of stakeholders from patients and families to physicians and investors. LinkedIn has grown to 3,000+ followers.

Then we built Blue Clay.AI as the technology brand — a sharper, bolder identity that signals innovation and infrastructure while staying connected to the parent mission. The initial brand was built in under a week to meet a launch deadline.

Next project.

Dear Life: an arts and technology collaboration

Art direction and design for OPPO's global campaign at Paris Photo Fair for launching the Find X8 series

2024

Brand Identity

Next project.

Dear Life: an arts and technology collaboration

Art direction and design for OPPO's global campaign at Paris Photo Fair for launching the Find X8 series

2024

Brand Identity

View all