Healthcare technology products and services have experienced a dramatic uptick in growth in the last few years. 2020 has seen record setting investment into healthcare technology start-ups and companies from private equity and VCs firms. MendBetter is an example of a start-up company hoping to leverage expertise in technology and revenue cycle to improve patient outcomes. MendBetter utilizes an online and app-based optimization program to help patients prepare for elective surgery. The core program components are targeted nutrition, physical fitness, and mindfulness. Research indicates that patients who consistently focus on these elements prior to surgery, reduce their risk of surgical complications, shorten their in-hospital time, and recover at a faster rate. The founders of MendBetter tasked me in articulating their vision into a tangible brand identity that would fit the current trend in the application design and healthcare tech industry. The team requested a brand that felt warm, inviting, and human centric at its core. The resulting brand identity conveyed a combination of symbols that represented patient health, vitality, and healing.
