Maven Clinic

When I joined Maven Clinic in the 2017 the brand resembled what every other healthcare brand in the space. My first project was to work with Kara Yeomans, the design director, to refresh Maven’s branding. After auditing other brand in the market we saw that there were two distinct directions people were leaning into, cold and unapproachable or flowery and juvenile, we wanted to shift away from what was becoming the standard in digital and IRL healthcare.

It was important to stay true to the core values of the product, empowering, convenient, and compassionate. We began with the color palette, first wanting to move away from the stereotypical red, blue, and grey’s and move towards jewel tones. Our hero color being an emerald green which represents a physical, emotional and mental equilibrium, helping put a key emphasis on health and safety. Our secondary colors being a Terra Cotta, Mint Julep, Cappuccino, and pink to helping to brighten up the space and ground the brand.

When it came to approaching our type we looked for a pairing to help bring our voice to life. We finally landed on a beautiful and functional serif as our hero font, Domaine Display that helped elevate the brand while still keeping it contemporary, while pairing it with a web safe sans serif that we knew would work in long formats that worked across both digital and print.

We audited our iconography which was relatively one note at the time. This was a brand element that we used heavily throughout both marketing and product to visual communicate with users. We took into consideration that we needed to represent a wide variety of medical situations that ranged in terms of severity, so we wanted to make sure they connected to our core values, compassionate and empowering, while also allowing the iconography to be scalable across product and marketing materials. While working cross-functionally with channel partners we worked to come up with a set of what ended up being 200 icons.

The final part of our brand refresh was diving into photography. We had for so long been relying heavily on stock photography, and let me tell you, it wasn’t pretty. We also had these amazing practitioners that represented so much of our product. So with our first brand shoot we wanted to capture women and families seamlessly using the product. It was also important to represent the many situations that she may be facing, because unlike all of the stock photography we had to choose from, these situations didn’t always make you smile. The second prong of our photography was capturing our practitioners. We produced a shoot with 20+ of our practitioners, with the goal of humanizing them and the experience.

Finally we began applying our new brand guidelines across all touch points, contributing to an increase in overall engagement, downloads and external partnerships.