2023
Year
2023
Client
Flatiron Health
Category
Brand + Web
Project Duration
7 months
Brand Development
Photography
Brand Activation
Environmental Design
Website Design & Development
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.
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.
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.
Flatiron Health Brand Team
Mackey Saturday Studio
Advntr Studio
Keri Tan Photography
