Medable

Life sciences is an academic, research-based industry. Within that, the space of clinical research is even more complex.

After multiple attempts at branding and rebranding, we were presented with the opportunity to bring the Medable brand to life and establish ourselves as a trailblazer in the technology space, winning mind and market share while creating a strong community aligned with Medable's mission.

Medable's previous design toolkit was both limiting and fundamentally miscommunicated our product and offer. Naturally, this lead to misdirection and confusion. The toolkit involved a complex grid system, and assets that didn’t translate across digital, print, and in-person landscapes. The framework was high-effort, low-reward for the internal design team and external partners.

We needed to take a design system that wasn't robust, conceptual, or strategic enough and align it with the Medable vision and trailblazer positioning.

With the company's creative North Star in mind – to blend the worlds of elegance, human touch, and technology – we created an eye-catching, modular, and scalable design system with range.

Taking best practices from leading household brands such as Apple and Beats by Dre and cues from standout startups in traditionally stagnant industries like Rimowa, we created a premium design experience anchored in lifestyle.

We iterated and optimized using fast feedback from social media to test our boundaries across every design element. Designers were challenged to break the design system to expose inefficiencies and weaknesses, then find elegant and functional solutions.

After 6 months of intense and rigorous iteration and testing, we had thoroughly refreshed every area of design. The hyper-flexible and hyper-robust new system includes a refreshed color palette, graphic motifs, static and motion backgrounds, cinematic UI elements, motion graphics, and an updated font system that enable any and every designer to execute brilliantly from creating bold statements to long-form educational content and everything in between.

A renewed color palette enables us to be both refined and pioneering as needed. We used graphic symbols to capture complicated product concepts such as decentralization, data points, patient-centeredness, progress, and unification. We introduced cinematic UI elements to showcase proprietary features without exposing confidential product elements. 

By thoughtfully incorporating engineering practices into our design, we have effectively demonstrated how our product stands out as an elegant and user-friendly solution in a world of over-complicated processes. And for the marketing and internal teams, we have created a modular, adaptable, and deep resource that allows for incredible range while keeping the Medable spirit.

Services: Brand positioning, brand identity, creative direction

MEDABLE TEAM
Aishah Mulkey, Harris Hatzimpaloglou, Luís Sousa Teixeira, Michael Nelson, Nicole Archuleta, Nora Volger, Raza Khan, Rhea Handy, Stephanie Young and many others.

Before

After

Medable's arrow motifs are inspired what the platform provides to researchers. They also capture a storyof multiplicity: the power of many to achieve great things.

The Medable photo style brings in a subtly-warm colour palette, and a delicate blend of lifestyle and depictions of researchers and remote work. 

Scenes focused on themes of calm simplicity and making sure that depicting the life of a researcher was accurate.

We brought our brand into the world of tech using abstract imagery inspired by fiberglass, light, and energy, rather than previous images from biological sciences like moss or cell cultures.