Forma Health

Timeline: Mar 2024 – June 2024

Symptom Tracking & Research Data

Forma Health provides people with chronic conditions and their caregivers a mobile app to track symptoms. Data collected helps physicians improve care and researchers develop treatments.

Rebrand & Website Redesign

Initially hired for a website redesign, I recommended to Forma Health that we start the project by considering and refining the company’s visual identity, which resulted in a rebrand.

Freelance Designer & Developer

As a freelance brand designer and Webflow developer, I was able to contribute an outside perspective. In addition to my work on the brand and website, I provided guidance on content and marketing.

Collaborating with the CEO

From project kick-off to launch, I worked directly with founder and CEO, Germán Scipioni. I also presented my work and received feedback from company advisors and other members of the leadership team.

Brand Redesign

Role: freelance designer, project manager

Project Goal

a visual language that speaks to each audience

Why Update the Brand?

As an early-stage startup, Forma Health was still shaping its identity. We worked together to refine its visual language in a way that was dynamic enough to appeal to the company’s multiple target audiences.

simplified user personas

Understanding the Key audiences

Typography

Finding a Versatile & functional font pair

Staying within Google Fonts, I identified new typefaces to more accurately convey the brand traits of dependability and clarity — using a traditional serif font and a simple, accessible serif typeface, respectively.

STIX Two

Display

Mulish

Primary

Brand colors

Creating a Color palette to work across audiences

Palette updates

We matured the Forma Health primary purple hues to better appeal to B2B audiences, and then added bright accent colors, which could be used more liberally in DTC marketing materials.

Color Palette

Cohesion & versatility

Adjusting the visual tone by audience

Logo updates

Unifying Brand & logo

For better brand cohesion and a cleaner aesthetic, we switched the the logo text from Open Sans to Mulish, the new primary brand typeface.

Brand Patterns

Data as Inspiration

The importance of patterns in medical data became clear from reading the website content. So when designing the brand patterns, I used data graphs as my starting point.

Website Redesign

Role: freelance designer, Webflow developer, content consultant

Project Goal

Gain the trust of potential partners, users & investors

Why Update the website?

While the goal of conveying trustworthiness was primarily executed in the rebranding phase, we still needed to apply that in building a new site — one that was intuitive to navigate and easy to understand.

Sitemap

organizing the site content by audience

Stylized photography

Communicating with imagery

Clear navigation

Guiding each audience to the page for them

“Marina’s design choices and user-centric approach have led to a significant increase in traffic, and potential customers are now better understanding what we offer. Her leadership and collaboration were instrumental in reaching this goal.”

Germán Scipioni, CEO
Forma Health