INTRO
ROLE
Logo & Identity
Creative Direction
UI/UX
Brand Strategy
Client/Context
Orderly Health
Year
2015-2022
Category
Healthcare Data
8
Funding Rounds closed
(Per Crunchbase Data)
$2.2M
in Total Funding
(Per Crunchbase Data)
6
Major Investors
(Per Crunchbase Data)
It started with SMS
Making healthcare more human
I worked with the founder of Orderly Health, Kevin Krauth at Upsight. Kevin is an excellent product mind and was passionate about healthcare technology (He was the product lead of enterprise healthcare at Upsight).
Founded in 2015 as a patient navigation platform, Orderly Health built a text-powered, B2C concierge chatbot to answer everyday healthcare questions. We worked together on developing identity, branding and pitch decks to raise money and show a more inviting side to healthcare data.
A major pivot
The real problem emerges
In the process of developing the initial patient facing product, Orderly saw a challenge in the industry with provider data being flawed and in their words, "downright bad".
In 2019, Orderly pivoted its business model to focus on improving the accuracy and reliability of provider directories for healthcare organizations and around 2021, Kevin called me back to help.
We wanted to explore a more enterprise and data-centric brand feel. A bit of a far-cry from the inviting patient-facing identity we had started with but something we thought might resonate more with medical providers and large companies.
Striking the right tone
Healthcare data still needs to be human
Pretty quickly we agreed that the data-centric tone while perfectly clean and corporate, didn't strike the human and inviting tone Orderly wanted. We started down the path of exploring different creative directions which included going to a brighter palette and less use of classic big data imagery.
We knew that the brand had to feel more genuine and more human.
Bringing it all together
Relatable healthcare humans
Orderly's business model focused on providers but we knew that providers were people to. We wanted to bring humans into the visual style in a way that felt hand-crafted and inclusive and most importantly, didn't just cast all healthcare professionals as smiling people in white coats.
I set out to create a design system that would help Orderly speak in one voice without always needing the logo or colors of their primary mark. A tool to bring together consistent branded elements, what I like to call "motifs" which included how humans were rendered, background elements and a custom, highly intentional icon library (even optimized in SVG for Slide decks).
Using a Brand System to scale
Designing for the hand-off
In 2021, Orderly was ramping up sales, hiring and product development. They needed a lot of collateral quickly. I worked in weekly meetings with the leadership to develop slide deck templates, print flyer templates, UI/UX components for their product design system and even business cards with custom backs for an adding layer of thoughtfulness.
Possibly my proudest invisible trick was developing a technique to deliver Orderly's custom icon library as Google Slides compatible SVGs so they could be scaled and color-shifted by anyone using the template.
Scaling into the future
Staying delightful and inviting
My goal with many early stage startups is to help them build a foundation that they can evolve and grow with. I am proud to say that I think Orderly Health has done just that.
In 2023, with full-time design hires in-place and a deeper understanding of their business - Orderly announced an update to the brand system. I am proud to say that much of the core DNA remains. From 2015 to 2022, I was able to help them grow and complete multiple funding rounds with notable investors such as Techstars, Denver Angels, 500 Global and Jogan Health.
I am excited to see Orderly Heath's continued success!
