Flow

Visual identity for a heart health management app.

Project Type: Concept
My role: Naming, Visual Identity, Copywriting

Health app brands can struggle to speak credibly to both physicians and patients. Physician-facing messaging that emphasizes clinical utility can feel cold or transactional to patients. Patient-facing messaging that emphasizes warmth and partnership can read as too casual for clinical contexts.

Flow explores whether a single brand identity could flex between both audiences. The identity is professional and data-focused when speaking to physicians, warm and collaborative when speaking to patients, without losing coherence across either.

Professional tone

Warm, patient-friendly tone

© 2026 Jeremiah Ragsdale