WHATThyme Care is a cancer care navigation company, connecting people with cancer and their caregivers to the clinical support, resources, and guidance they need throughout their treatment and beyond.
WHYThe brand was warm and friendly for cancer patients, but as the company grew into Series B it felt too playful for the doctors and insurance partners they needed to bring along. The ask was to stay genuinely warm for the people navigating cancer, while earning the credibility that clinical and institutional relationships require.
THE GUIDELINESI began with a competitive analysis, stakeholder interviews, and an internal focus group to pressure-test early directions. I then wrote and designed the new brand guidelines myself, which included new primary and secondary typefaces, new graphic elements, a new icon library, an updated color palette with added accessibility guidelines, and more tailored art direction for photography and illustrations. I also co-facilitated participatory workshops with employees from every department to shape new mission and vision statements that encompassed the full breadth of work we were doing at Thyme Care.
ROLEBrand Design Lead
Research
Workshops
LINKS
A peek into the process behind
Thyme Care’s new look
Select slides from the updated guidelines
THE BRAND IN USE
Thyme Care’s update website on laptop (left) and mobile (right)
Member email campaign (left) and clinical support overview (right)
2024 Impact Report (left) and member app (right)