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Rebrand for Online Health Community
A fresh & attractive brand redesign to connect with the group's audience.
Branding Priorities
Pre-Production
With about 22 million Americans suffering from inflammatory bowel disease (IBD) and healthcare profiting $8.5 billion in 2018 on this disease alone, patients need a space to feel like they are in control (1,2). There are two inferences that can be made from this. The first is that companies make extreme profits from the sick. The second is that patients should mitigate all possibilities of their disease worsening, which always results in increased annual healthcare costs. Research on the gut-brain axis indicates how crucial mental health improvement is to improving gut-related IBD symptoms which ultimately alleviates stress-caused inflammation levels. That is what this company is all about —empowering the patient and helping them live their life despite their disease.
Since IBD is a relatively common disease, with about 5-8% of the population diagnosed, the disease has symbols associated with its community (2). The color purple and a breast-cancer-like ribbon are all used to refer to the IBD community. That means that purple would be important to this company’s branding. However, the branding doesn't have to stop at purple and a ribbon. I wanted the branding to uplift patients. I felt like the color green, representing growth and new life, would be a powerful color to add to the branding. Additionally, I tapped into a more hand drawn kid-like logo to once again tap into new-growth.
1 Fairweather, D., & Rose, N. R. (2004). Women and Autoimmune Diseases. Emerging Infectious Diseases
2 Center of Disease Control (2024), “IBD Facts and Stats”
Moodboard
Pre-Production
In this moodboard, I wanted to highlight visually aesthetic healthy lifestyles. This in addition to hand-drawn vector title letters creates a playful and genuine branding for a health-conscious digital community.
Logo Development
Development
Style Guide
Development
As mentioned, this health community is connected to the color purple, making it important to incorporate into branding. In addition, the hand-drawn logo and font make marketing material recognizable and applies a distinct character to lifestyle stock images.
Mockups
Development
Mockups are a fantastic Adobe tool that generates visually cohesive content in a time-efficient manner. I love them.
Then & Now
Development
The newer marketing material tie the community’s real-life experiences with relevant imagery while spending less time making visuals per post.
Results
Post-Production
This rebrand strengthened IBD Strong’s position within the online health community, increasing connections with similar organizations and research-driven startups. By establishing a credible and visually cohesive
identity, the organization expanded its reach and increased partnered content collaborations.
The results? A 140% increase in followers and a 110% boost in engagement.
Final Product
Post-Production
