Rapidly developing a polished brand for the pre-launch startup in the medical practice finances space including market research, business model alignment, a custom brand workshop, and go-to-market planning.
With deep team experience in both the digital health space and fintech sector, Uncommon Bold guided early-stage startup Anatomy Financial through the creation of a new brand to prepare for public launch. Anatomy needed a brand that would stand out as trustworthy, transparent, and expert in a market of increasingly complex healthcare billing and reimbursement.
Launching a healthcare fintech brand from stealth
With deep team experience in both the digital health space and fintech sector, Uncommon Bold guided early-stage startup Anatomy Financial through the creation of a new brand to prepare for public launch. Anatomy needed a brand that would stand out as trustworthy, transparent, and expert in a market of increasingly complex healthcare billing and reimbursement.
We created a tailored program for Anatomy’s needs focused on rapid brand building powered by data-driven research, visual design development, go-to-market strategy, and messaging. Our teams delivered a type mark, comprehensive brand book, starter website, branded deck, and social content to form a cohesive look and feel across the growing brand. Anatomy presented the new brand during its official launch out of stealth mode the following year, showcasing its updated website and social media accounts along with a $7 million-plus funding round announcement.
Outcomes
Anatomy Financial has continued to grow well, raising a $7.6 million Seed round and a $19 million series A while expanding their work to automate financial operations in healthcare.
Roles
Strategy
Brand Development
Visual Design
Categories
Brand Strategy
Design
Messaging
Content
Pulling from the 1685 book Anatomia Humani Corporis by Godefridi Bidloo, designer Joanne Lam assembled a curated group of anatomical illustrations that act as a direct reference to Anatomy’s company name and its medical practice customers. Joanne incorporated intentional textures, colors, grid patterns, and shapes that provide a subtle nod to currency, such as using the same engraving style historically used in artwork on banknotes and rectangular bars that resemble security threads found on paper bills.
Experimenting with font weights, Joanne chose to lead with Figtree for the typeface — a light, clean font that complements Anatomy’s minimalist design. With crisp lines and loose kerning, the logo reflects a balance between friendly and prestigious that pairs beautifully with the typeface. The result is a sophisticated brand identity that embodies Anatomy’s mission of improving financial workflows for healthcare.
Uncommon Bold Team
Emily F. Peters
Brand Strategist
Ashley Greer
Brand Researcher
Amber Cooley
Project Manager, Researcher
Joanne Lam
Creative Director, Designer, Developer
Claudia Gutierrez-Smith
Operations Lead
Lucy Sansom
Proofreader
Anatomy Team
Sasha King
Co-Founder
Callum King
Co-Founder
Tony Bako
Chief Technology Officer
