DexCare

Refreshing enterprise healthcare branding

We collaborated with the DexCare team through a brand revitalization built from a thoughtful research process that centered on a theme of “finding time” for enterprise healthcare organizations. These large health systems often struggle with scaling while also facing complex patient access issues and clinician burnout.

Taking inspiration from the concept of “form follows function” as well as the elements of the company’s own health system software dashboard, every detail was considered. The interaction between colors and layered shapes/lines embodies the collaborative, joyful, and humanist nature of the brand while conveying the intricacies of “intelligent orchestration” in an abstract manner.

Outcomes
Following our work together, DexCare closed a $75 million series C funding round to help patients navigate through health system clients including Kaiser Permanente, Providence and Community Health Network.

Roles
Strategy
Brand Development
Art Direction

Categories
Brand Strategy
Messaging
Content
Design

The prismatic palette features a rich purple-blue paired with aqua (cool tones) – a subtle nod to DexCare’s original palette – made fresh by the addition of red and yellow accents (warm tones). Where they overlap, other colors will emerge and be revealed. These universal hues embrace high contrast but are anchored by soft neutrals.

Reflecting DexCare’s core value of accessibility, we chose the open source font Readex Pro – originally developed to help improve reading fluency among low-proficiency readers and people with dyslexia.

Five custom artwork visuals were created by artist Karolina Ficek. Inspired by the functional beauty of subway maps and using shape elements from the DexCare dashboard as the building blocks, with added grid and clock arc motifs as decorative elements to suggest precision, navigation, and flexibility.

The dark background artwork has a more “technical” feel, thus can be used in association with DexCare’s platform and solutions.