Project Type: Concept
My role: Naming, Visual Identity, Copy Writing

This concept health app brand targets two key demographics: doctors and the patients they serve.

The Flow brand aims to balance professionalism with warmth in healthcare communication. Its visual identity is designed around the principle that effective heart health management requires active patient engagement and strong doctor-patient partnerships.

To serve both audiences effectively, Flow's brand strategy uses two distinct communication approaches: a direct, professional tone for doctors and a warm, reassuring voice for patients.

Professional tone

Warm, patient-friendly tone