Taffy Studio

2023

Flatiron Health

Transforming light into insight: a scalable brand system for a health tech leader reimagining cancer care.

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Year

2023

Client

Flatiron Health

Brand + Web

Project Duration

7 months

Objective

Give a scaling health tech company room to breathe by building a flexible brand system that could keep up with growth without burning out the team.

Services

Brand Development

Photography

Brand Activation

Environmental Design

Website Design & Development

Brand Development

Photography

Brand Activation

Environmental Design

Website Design & Development

Brand Development

Photography

Brand Activation

Environmental Design

Website Design & Development

Overview

By 2020, the brand had fractured. Teams were exhausted. We were spending more time explaining than creating.

Flatiron Health is a health tech company working to reimagine the infrastructure of cancer care. Since its founding in 2012, the company had experienced exponential growth: acquisition by Roche, years of aggressive hiring, expansion into evidence generation and clinical research, and entry into international markets.

By the time I stepped into the role of Director of Brand & Web in 2020, the brand was struggling to keep pace. What started as a cohesive identity had fractured across business units and markets. Teams were exhausted from "purple overload," our signature color dominating everything. External contractors required constant back-and-forth.

In 2017, we had worked with CGH, giants in the branding world, to create a world-class diamond logo representing the intersection of healthcare and technology. The mark was brilliant, registered, and uniquely ours. Our challenge wasn't the logo; it was extending that same level of excellence to the complete visual identity system.

Our Approach

We built a system where light becomes the metaphor—diamonds transform light, Flatiron transforms data into insight.

We returned to the diamond as our foundation. The mark's two shapes meeting at an intersection point had always represented the convergence of healthcare and technology. But we saw something more: a diamond's ability to transform light.

This became our creative compass. The metaphor gave us permission to expand beyond purple into a vibrant spectrum of colors.

We built a generative pattern system where the logo's geometry creates prismatic effects. The layouts remained consistent, but the identity felt living and breathing through dynamic color application. This solved our "purple overload" problem while maintaining visual cohesion.

We shot new photography as part of the refresh, continuing to showcase our staff collaborating but with fresh perspectives. We created comprehensive guidelines that made the brand translatable to external partners without constant oversight. Logo animations brought the transformation metaphor to life.

This became our creative compass. The metaphor gave us permission to expand beyond purple into a vibrant spectrum of colors.

Time to delivery for marketing assets decreased by 21%.

Impact

For a company reimagining cancer care infrastructure, brand trust isn't cosmetic. It's essential.

The refreshed brand system freed teams to focus on strategy rather than production bottlenecks.

Beyond speed, the brand achieved consistency. Externally, Flatiron became more recognizable across markets and touchpoints. Internally, teams felt untired by the visual system.

The refreshed brand system freed teams to focus on strategy rather than production bottlenecks.

Beyond speed, the brand achieved consistency. Externally, Flatiron became more recognizable across markets and touchpoints. Internally, teams felt untired by the visual system.

The refreshed brand system freed teams to focus on strategy rather than production bottlenecks.

Beyond speed, the brand achieved consistency. Externally, Flatiron became more recognizable across markets and touchpoints. Internally, teams felt untired by the visual system.