Health Wins
Health Wins, an exclusive membership concierge health plan for college students, seeks to revolutionize the way young adults access healthcare services. With the goal of seamlessly integrating healthcare into their daily lives, the project aims to develop a comprehensive visual design system. This initiative will not only make medical services more accessible but also ensure a consistent and recognizable brand presence across all digital and print platforms, truly embodying the brand's values of support, wellness, and accessibility.
Skills
Brand analysis
Comparative analysis
Sketching Style Guide Design
Icon Design
User Interface (UI) Design
Wireframing
Tools
Figma
Project Timeline
Mar2023-May 2023 (6 weeks)
Program and Role
California College of the Arts
Interaction Design | Visual Design | Professor Roderick Lemaire
Merma Ma (UI Design)
Introduction
Health Wins, an exclusive membership health service plan designed for college students, is committed to revolutionizing how young adults access healthcare services by developing a comprehensive and detailed visual design system. The project aims to seamlessly integrate healthcare into students' daily lives by making medical services easily accessible and ensuring brand consistency and recognizability across all digital and print platforms. To achieve this goal, we will deliver a series of specific outcomes, including a unique brand logo, carefully selected typography and color schemes, user interface design elements, as well as design applications for websites, mobile apps, and printed materials such as posters. These deliverables will collectively build a strong brand visual identity system that truly embodies the values of support, health, and accessibility, while also enhancing students' engagement and satisfaction with health services.
Brand analysis
Health Wins strategically positions itself as a trustworthy ally in college students' health and wellness journey by promoting accessible, personalized, and affordable healthcare services. The brand's core promise—"Healthcare that's always within reach"—resonates deeply with its target audience of 18-24-year-olds, fostering a connection through values of inspiration, approachability, privacy protection, and resource availability. Health Wins crafts a professional yet warmhearted brand personality, aspiring to motivate and support students in actively managing their health, aligning with their need for reliable yet simple healthcare solutions.
Brand Positioning
The"Healthcare that's always within reach."
Brand Value Proposition
Health Wins centers its values on approachability, privacy, resourcefulness, and trust, aiming to inspire and support clients in achieving their health goals. Through personalized coaching and methods tailored to overcome fears, the brand fosters a nurturing environment that motivates individuals to engage and succeed in their wellness journey. This approach ensures a trust-filled, resource-rich experience that resonates deeply with clients.
Motivational
Professional
Warmhearted
Affordable
Active
Brand Personality
Competitive analysis
Health Wins presents itself as an accessible, privacy-focused, resourceful, and trustworthy health partner, aiming to motivate and support individuals in achieving their health goals. Compared to Timely Care, Health Wins has the opportunity to appeal to a broader audience beyond just students, emphasizing a universal approach to health and wellness. Against Healthbridge, Health Wins can leverage its coaching and resource provision to offer personalized and guided health solutions, possibly with a more community-oriented and inclusive angle. Both competitors show strengths in technology and personalization, which Health Wins could incorporate into its strategy while highlighting its unique value proposition of being approachable and protective of its clients' privacy.
Moodboard
The mood board aims to embody themes of urgency, efficiency, and convenience through its striking and contrasting color palette. Highly saturated colors such as bright green, sky blue, and vivid yellow are associated with vitality, energy, and rapid response, serving as visual cues for urgency and efficiency. The use of red symbolizes urgency and importance. The bold use of these colors also communicates a message of taking decisive action without hesitation, aligning with the concepts of efficiency and convenience. The compact and orderly arrangement of colors further emphasizes a sense of efficient organization and the quick acquisition of information. The combination of these colors has a strong visual impact and appeal, capable of quickly capturing the audience's attention, resonating with the theme of urgency. The visual impact and attractiveness of these color combinations swiftly draw the audience's attention, corresponding with the theme of urgency.
This mood board, with its soft hues and approachable design elements, creates an atmosphere that is uplifting, accessible, hospitable, and motivational. Light blue, gentle yellow, and tender pink come together to form a relaxing and optimistic color palette, often associated with calmness, friendliness, and positive emotions. The use of handwritten fonts, smooth curves, and charming facial icons adds a personal and human touch, while also conveying a sense of ease and happiness. This mood board appears to represent a brand or service that offers emotional upliftment and encourages self-care and personal growth. Utilizing warm colors and a positive design language, it shapes a friendly and supportive brand image.
This mood board integrates elements from the previous versions, with an added emphasis on mental health and self-care. The palette of soft yellow-green, blue, and pink is designed to lower barriers to engagement, conveying a sense of security and openness. Handwritten motivational phrases such as "Mindful Belly," "Give Yourself Time," and "Positive Energy" echo the friendly and personalized traits seen in earlier mood boards, underscoring the importance of personal experience and self-affirmation. The simple yet playful icons continue the prior emphasis on ease of use and innovation. This mood board combines the vitality of the second board with the warmth and inspiring spirit of the third, communicating a service concept that is both empowering and accessible, focused on individual well-being. It conveys an active and supportive self-care ethos, encouraging people to move towards personal well-being and mental health in a personalized, approachable way within a supportive community setting.
This mood board exudes an atmosphere of activity, motivation, and professionalism, primarily conveyed through a lively color scheme of blue and yellow. These colors are typically associated with trust, vitality, and positivity. The harmoniously colored icons and graphics indicate functionality and user-friendliness, hinting at an interface or service designed to attract and facilitate users. The inclusion of fresh floral imagery and clean, crisp design elements, such as neatly arranged product mockups, reinforces the professional and organized nature of the entity that this mood board represents. The use of blue and yellow colors suggests a theme of support and unity and is also intended to inspire clarity and focus.
Logo Design+Moodboard
The moodboard, the words "Urgent," "Efficient," and "Convenient" highlight the speed and efficiency that are central to the brand's services. The "Health Win" logo, with its simplistic heart and cross design, along with the stethoscope, symbolizes the union of medical care and positive health outcomes, also conveying the brand's commitment to swift and precise action. The logo's strong visual impact and its clear naming emphasize that this brand is a reliable solution in health emergencies.
This mood board and the "Health Wins" logo, with their "H" shaped design elements and stethoscope imagery symbolizing healthcare, echo the active, motivational, and professional words found in the mood board. The graphic design of the stethoscope, a universal symbol in medicine, further clarifies the brand's connection to healthcare. The use of clean and simple lines conveys a professional image, complementing the modern, dynamic, and professional attributes highlighted on the mood board.
The mood board and "Health Wins" logo integrate the "H" shape with a smiley face pattern, aiming to convey the brand's commitment to health and to express a positive and optimistic attitude. The logo incorporates the letter "H" with a smiling face in a simple form, seeking to represent the joy and satisfaction found on the journey towards health and well-being. The letter "H" stands not just for "Health" but also embodies "Happiness," and the addition of the smiley face further accentuates the brand's approachable and welcoming vibe.
The reason for choosing this logo is that it embodies the spirit of motivation, accessibility, warmth, and encouragement advocated by the "Health Wins" brand. The smiley face pattern visually conveys the brand's friendliness and positivity, creating an atmosphere of welcome and inspiration, reflecting the brand's commitment to offering services that are highly accessible and approachable. The design of the logo is simple and clear, making it easily recognizable in various application scenarios, facilitating cross-cultural and multilingual communication, making it an ideal emblem for a global health brand.
Style Tile
Unkempt Bold is used as the super headline font due to its unique appearance and the casual, almost handwritten style that conveys a sense of friendliness and accessibility in the brand's personality. The Montserrat font, with its precise structure and geometric feel, adds a modern and professional air to the brand. The choice of colors is a palette of soft hues intended to present the brand as friendly and open to everyone, lowering psychological barriers and making health information appear more accessible.
