Willow Brand and Landing Page

An optimistic brand for the future of healthcare

Role: Art Direction, Design, Webflow Development

Background & Challenge

Willow connects patients and providers by facilitating easy communication and transfer of patient information. They needed a friendly and modern brand system to show the easy and helpful the app is when it comes to sharing patient data among healthcare providers.

Logo, Typography & Colors

I created a logo of a willow tree, made with broken up dots and dashes that represent the flow of data and information that move from provider to provider with the app. Typography wise, I selected a sans serif, geometric typeface to give the brand a modern, but friendly look. The colors scheme is rooted in the colors of the tree logo, brightened to give the brand an electric, modern look.

Iconography

I developed an iconography system for the brand that incorporates the dots and dashes from the logo.

Illustrations

I then created a fuller illustration system that continues to expand on the design system I established with the icons. I use the dots and dashes as design elements in varying scales: They serve as larger highlights, accents, and a halftone-like texture for shading.

Brand in Use

Examples of brand application on a billboard, lanyard, and social posts