Safe Health
Safe Health Systems is a med-tech company focusing its efforts on connecting patients to providers and insurance companies in a streamline white-labeled solution for any part of the healthcare industry. The best way it was described to me was the “Shopify” of healthcare.
I came to Safe as the only on-staff designer, quickly taking on the role of a Creative Director, Brand Manager, Social Media Strategist, Content Writer, Web Developer, and UI Designer. This company needed structure and order to all of these areas and with my creative thinking we definitely improved on original concepts.
Square One
Ok, this needs a bit of context:
Safe’s original brand was non existent and aimless. No designer had touched the brand before me, and the logo you see here was a stock vector. Rainbow in a logo for a medical company may signal a connection to the LGBTQ+ community and I was assured by the CEO that they did not want to limit themselves to only one market. Eleven months of back and forth and pushing for a rebrand and I finally received the green light.
I wanted to severely limit the complexity of the shape and create something representing the platform but showing the merging of modern technology and the medical industry as Safe was trying to do. All of this had to call back to the original OpenCDx side of the business so that it felt like a house of brands. What I landed on was what I call “The Framework”, comprised of 3 pieces; one connection plane showing how Safe connects the silohed healthcare industry, and two nodes representing the Medical side of the industry and the other the Tech.
As the Logo fell into shape, it was time to build out the entirety of the brand. I really wanted to stray away from the typical medical industry look and go more for a tech based style, incorporating a ton of dark-mode, and showing that we are the technology behind your medical business, rather than look like a competitor.
The color palette was very simple and each color was chosen for a specific purpose as you can read here. This blue is the same used in the OpenCDx palette so there is a slight callback to the other side of the business. The gray spectrum colors names were chosen to show stability and foundation. Safe is the structure with which medical companies build their platform on.
Inter Sans Serif is such a solid font. Its so clean and elegant, but gives a slight high class/premium feel similar to Apple. There was no doubt that this was the font for the new Safe.
All-in-all we went with a “bento box” style for the assets of the brand because our main product and selling point is a web application platform with mobile app development. Using this style allowed for the call back to our main selling point to be clear. Every asset is to be designed with an app in mind.
The Rebrand
Mock Ups
The UI/UX team at Safe is extremely talented at building these applications. So when I was asked to contribute for a little more flavor to the norm they had developed, I felt very honored. So for the first time in my career, I became a UI designer.
I wanted to take the design in the same direction I took the brand; smart, polished, and high-tech.