Paytient

Historically the U.S. healthcare system has been linked to indifference, red tape, and a deep feeling of consumer frustration. In the midst of this ongoing cycle, an early-stage company is stepping in as an employer benefit adding humanity back into the healthcare coverage/payments systems and has found footing from SMBs to the Fortune 500. We were enlisted to mature the identity, unify the brand, connect on a more human level, and ensure appropriate differentiation from corporate insurers.

We partnered with Paytient and FiveStone to mature their identity and bring humanity back into healthcare coverage and payment systems for this early-stage company serving employers from SMBs to Fortune 500. Working in an industry historically linked to indifference, red tape, and consumer frustration, we were enlisted to unify the brand, connect on a more human level, and differentiate appropriately from corporate insurers. The existing identity was lost in the sea of health- and fin-tech brands, so without losing their technological foundation, we realigned the visual and written identity toward a balance of human connection, dependability, and a refreshing vision of healthcare. We tempered the worrisome healthcare topic with soft but energetic colors, lovable illustrations, and approachable copywriting. The result positioned Paytient as an employer benefit that adds humanity back into healthcare systems, establishing trust through design that emphasizes empathy over corporate sterility while maintaining the credibility needed for Fortune 500 adoption.