Rebranding a B2B healthcare startup, helping people use their HSA/FSA funds
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TIMELINE: 1 monthROLE: Brand DesignerWITH: Studio Rodrigo, Cold Cuts WHEN: Summer 2023, New York Our goal was to help rebrand the health startup, Sika Health, working to make HSA/FSA payments easier during checkout. Studio Rodrigo brought in ColdCuts Studio to help support the brand development. I worked on developing a brand direction. To my surprise, it ended up being the one that they decided to move forward with. Cold Cuts then worked to refine and help implement it in the customer space.
CCLIENT QUOTE FOR CHOOSING THIS DESIGN DIRECTION: “Direction 4 was dynamic. We loved it early on especially as we were going through the word-mark, vision branding, and typography exercises. The colors are beautiful and play nicely off each other. The roundness of the word mark + typography was exuding the friendliness and wholesomeness of our brand.”
Original Brand:
There wasn’t a standard for the identity of the HSA/FSA badge.
We aimed to create one becomes synonymous with the Sika brand.
I kept this in mind as I went through rounds of iterating various lockups and word marks.
Finally arriving on an adapted logo, giving it a fresh, fun look.
This was my first opportunity presenting my brand direction to a real client. It was scary to do! But I learnt a lot about the different work flows and client responsibilities designers must take on. I learnt lessons on quick iteration, trusting your intuition, and good communication with your team. Cold Cuts studio also taught me a lot about professionalism and working collaboratively.