Infermedica — Shaping rebranding strategy to align brand identity with strategic growth
Infermedica is a global healthtech company delivering AI-powered virtual triage and clinical decision support solutions for healthcare organizations, insurers and digital health platforms, impacting millions of end users worldwide.
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.
The design process overview
Phase I: Team Workshops
Phase II: my individual work
Workshop 1
Redefine brand strategy
Workshop 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Next, we took a close look at our current visuals to see what still works and what feels outdated or inconsistent.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.
Workshop 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.
Workshop 4
Align and test direction
We continued discussing everyone’s ideas and worked on one common moodboard. We tested new colors, typography, and components and decided to adjust and significantly narrow the palette and refine the typography, making it bigger and lighter. We also took decisions about the use of illustrations and photography.
This was the final collaborative workshop; the next two steps were my individual work, supported by the team’s feedback.
My part
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 part
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