Nurx platform is a treasure for those who feel uncomfortable about discussing health-related topics especially birth control and sexual health treatment. Which basically means that people can easily consult license medical providers and order themselves a door-to-door test kit delivery. Seeking for the branding strategy of development, they’ve decided to change the whole perception of their company.
Everything has begun with the logotype, which seemed plain and too ordinary among the other young, gaining momentum companies. It used to be okay from the design perspective, nevertheless its sense was not hitting the nail on the head exactly, it was “too friendly, too cute” and so on.
Koto Studio has found a special approach to resolve the branding crisis by applying uppercase sans serif to the logotype. The aim was to add the small allusion to rebelliousness and simultaneously save the reputation of a reliable source where users can get a piece of healthcare advice qualified physicians. If you feel like these things are like two opposite poles, you’re not wrong. So arranging them together in some whole and convincing strategy wasn’t easy.
Remember those hand-written doctor prescriptions? The aesthetics was saved by adding supplementary fonts (5 fonts in total, just for the record) and writings all around the platform showcasing. However, the balance was fully-reached with special color solution, following the brand message and shots. Oh and the best thing about photoshoot is about to come: actual patients and medical providers have participated in it with no further retouching.
So in total, all these details combined serve as the ace in Nurx strategy and create a trustworthy image you can’t ignore.