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.

Many brands in healthcare tend to feel impersonal or clinical, often lacking intentional design in their communications. Flow takes a different approach because effective heart health management requires active patient engagement and strong doctor-patient partnerships.

To serve both audiences effectively, Flow uses two distinct communication strategies: a direct, professional approach for doctors and a warm, reassuring tone for patients.