Anatomy Financial

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.

Visual Design

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.

“We had our first showing of our Anatomy logo and branding at AAOE last week, thank you all for the amazing support to get us to this place! We have loved working with all of you and appreciate your vision and partnership in this journey.”

— Sasha King, Co-founder

Creative Team

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 Financial Team

Sasha King, Co-Founder
Callum King, Co-Founder
Tony Bako, Chief Technology Officer