Infermedica — Aligning brand identity with strategic growth
I had the pleasure of organising and leading the rebranding process for Infermedica through a series of workshops. Over the past few years, Infermedica has evolved – growing as a company, expanding its impact and refining its strategic direction. As the organization matured, it became clear that our visual communication needed to evolve too – to better reflect who we had become and where we were heading.
CLient
Infermedica
Industry
AI health tech
Duration
5 weeks in 2024
Services
branding
The design process overview
Phase I: Team Workshops
Redefine brand strategy
mission, vision, values
target group and key message; brand personality, tone of voice
Audit current visuals
review strengths and weaknesses of current style;
find gaps and inconsistencies
Ideate
brainstorming and individual moodboarding
Align and test direction
discuss and choose one visual path, test colors, type and components
Phase II: my individual work
Adjust for accesibility
brainstorming and individual moodboarding
Update styleguide
document rules and examples
share for consistent use
TEAM Workshop no 1
Redefine brand strategy
During the first workshop session, we redefined key elements like mission, vision, values, target group, key message, brand personality and tone of voice.
We created a creative brief and concluded that the brand should lean towards a professional, bold, and innovative approach. This gave us a clear foundation to guide future design decisions and verify the current style.
TEAM Workshop no 2
Audit current visuals
Next, we took a close look at our current visuals to see what still works and what feels outdated or inconsistent. We analyzed the tone of the old design, compared it with the creative brief, and highlighted what needs to change.
TEAM Workshop no 3
Ideate
The team started by creating individual moodboards in between sessions, giving everyone space to explore their own creative ideas. We then came together to share, discuss and build on each other’s work. We selected the most promising directions that matched the new brand strategy.
TEAM Workshop no 4
Align and test direction
We continued discussing everyone’s ideas and worked on one common moodboard. We tested colors, typography, and components, and decided to adjust the palette and refine the typography. We chose to update the typography with larger, lighter headings for a more modern look and to significantly narrow the color palette – shifting from blue to cobalt – to keep our assets recognizable and cohesive. We also decided to move our illustration and photography style toward a more minimalistic approach.
This was the final collaborative workshop; the next two steps were my individual work, supported by the team’s feedback.
my individual work
Testing and adjusting new colors for accessibility
After the workshops, I refined the chosen colors to meet WCAG accessibility standards. I conducted multiple tests to ensure enough contrast and created rules for interactive states like buttons and summarized how colors can be used together.
my individual work
Update styleguide
The final part of the project was updating the styleguide — both in terms of introducing new rules and redesigning the guide itself. I created an interactive styleguide intended not only for the design team but also for marketing and development teams.
The guide includes all conclusions from the workshops, enriched with additional information we agreed would be useful for anyone in the company creating assets, including:
↳ colors
↳ icon style
↳ rules for use of photos
↳ data visualisation rules
↳ social media graphics guidelines
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Team
Anna Warda, Antanina Anisovich, Magda Kościańska, Piotr Pawlina and me