Clarus Health App Branding
Project Summary
Clarus is an upcoming medical records app that enables health advocates to put their health in good hands (their own). Its founder, Sami, was initially inspired to create Clarus by his own challenging experience as a caregiver for his daughter, who had a severe illness. Her many medical tests and reports necessitated a more effective and manageable medical data management solution. He found keeping a readily shareable folder with medical providers challenging. Inspired by this, he set out to develop a powerful app to simplify medical data organization and empower users to understand their data better. He approached me with a need for a visual brand identity ahead of the app's full development. Inspired by his mission, I challenged myself to provide a sophisticated, soothing, modern brand that will differentiate Clarus in the marketplace.
Color Palette
The gender-neutral color palette leverages soothing greens and friendly Earthtones to reassure caregivers and advocates that their (or their loved ones) data is in good hands. The primary color, Forest Green, connotes balance, health, and restoration and evokes soothing feelings. When paired with the calming and serene Light Blue, it bolsters the brand's trust, comfort, and security. When leveraged as an accent color, Brown Sugar conveys approachability, comfort, and practicality. The soft neutrals for background elements enhance this sophisticated and inviting approach's overall soothing and balanced look and feel.
Typography
Inspired by the soft, warm serifs of the 1970s, Recoleta invokes subtle feelings of nostalgia and sophistication without being pretentious. It was chosen for headlines because of its clean, modern, yet friendly, rounded serifs. When paired with Inter, the duo provides a balanced, practical approach with a comforting yet sophisticated feel.
Illustrations & Icons
The decision to include hand-drawn illustrations featuring textured lines (not unlike a polished kid's doodle) is a subtle homage to Sami's daughter, the source of his inspiration for Clarus. By creating these deceptively simple illustrations with just the right amount of wobble to the lines, I further infused an added amount of friendliness and another touch of nostalgia.
