Evidexa brand strategy and design.
Evidexa is an early-stage healthcare startup building a novel platform of behavioral simulation.
The founders have deep expertise and a compelling vision of how they want to disrupt healthcare innovation. However, the company’s early materials leaned heavily theoretical and research-oriented. The feedback was consistent: compelling science and an interesting idea, but the story was unclear.
One principle, however, was clear from the start: the company was committed to a human-first approach. This belief became the foundation for the brand.
Over a series of workshops and brainstorms with the team, I reframed Evidexa from a research concept to a decision-making platform with humanity at it’s core. Instead of leading with methodology, we now lead with outcomes. Instead of abstract modeling language, we center on real patients, members, and clinicians.
The result is a clear positioning, a defined tone of voice, and a cohesive visual system that balances science with human warmth giving the company a brand foundation ready for investors, partners, and enterprise growth.
Below are excerpts from the brand guides I developed. From the initial workshops with the founders, I was able to take the information important to them to create a brand personality, develop an extensive tone of voice guidance, and also give the brand an overall warmth and human-first approach to the visuals.
I started by updating the logo to have rounded edges and emphasizing the “ID” from the logo. This nods to the digital twin technology Evidexa has pioneered, It also serves as a foundational graphic element within the overall system.
Full guidelines are available upon request.
