Forma
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
a visual language that speaks to each audience
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.
Understanding the Key audiences
Finding a Versatile & functional font pair
Staying within Google Fonts, I identified new typefaces to more accurately fit the brand characteristics — most notably switching the display font from a tech-centric option to a more traditional serif that better conveys dependability and a human touch.
Refining the Color palette to work across audiences
We decided to honor elements of Forma Health’s original color palette while also maturing it to better appeal to B2B audiences and keeping the colors bright enough to still work in D2C marketing.
Adapting visual patterns per audience
Unifying Brand & logo
To improve brand cohesion, we switched the fonts in the logo from Open Sans to Mulish — the new main typeface, chosen for its accessibility and clean aesthetic.
Data as Inspiration
Website Redesign
Gain the trust of potential partners, users & investors
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.
organizing the site content by audience
Laying out the pages
Applying the new branding while creating site content
Guiding each audience to the page for them
Forma Health
