Wellbird Health
THE BRIEF
When the founder of Wellbird Health approached the Studio, they already had a logo, brand colours, and the beginnings of a brand foundation. This Toronto-based primary care clinic was set to open in a few months and they needed someone to bring the pieces together into a cohesive, consistent brand. Normally I wouldn’t take on a project like this but it was clear they knew what they were doing and I was inspired by their mission to improve the healthcare system. So we partnered together to build out their strategy, formalize the visual identity system and guidelines, and bring it all to life through their website.
SCOPE OF WORK
Brand Strategy
Brand Identity Design
Website Design
Business Card Designs
Presentation Deck Design
THE CHALLENGE
Prioritizing the Visual Identity Ahead of the Strategy
Where most brand projects start with strategy to inform the creative direction—we needed to prioritize finalizing the visual identity before revisiting the strategy. Already in full swing renovating the clinic space, they needed to ensure signage and physical touchpoints would be ready on time and on-brand. With their clarity of vision and the general visual direction already established by the founder, I felt confident we would still succeed with a reversed project structure.
DESIGN
Connecting the Visuals with the Values
Designed by the founder and her husband, the Wellbird Health logo was already strong. With their mission and values so deeply focused on the future of healthcare, one change we made was to reverse the direction of the logomark to face towards the future. This subtle tweak helps connect the visual identity with a core brand pillar.
DESIGN
A Full-Service Logo System
The existing logo collection consisted only of a standalone logomark and a stacked wordmark. To increase brand versatility, our goal was to expand this collection into a full-service logo system. First, we designed a primary combination mark for the initial launch phase to build brand familiarity. Anticipating the brand's long-term evolution toward the singular name "Wellbird," we also developed a secondary combination mark and an alternative horizontal wordmark. This strategic expansion not only facilitates a seamless brand transition down the road but increases day-to-day functionality across various digital and print touchpoints.
DESIGN
Colours that Bridge Physical and Digital Spaces
We expanded the brand’s colour palette to seamlessly complement both their established signature logo colours and the physical hues of the clinic's interior design. This process involved testing supporting tones for brand alignment, accessibility, and functional versatility. Working in close collaboration with the client, we ensured the final palette evokes a cohesive, unified feeling whether experienced online or in person within the clinic.
DESIGN
Balancing Personality and Accessibility in Typography
In curating the brand’s typography, our objective was to select typefaces that balanced warmth with Wellbird’s bold, visionary personality. Beyond expressing these core brand characteristics, strong legibility was a priority to ensure accessibility for patients of all ages. Through a collaborative refinement process, we established a typography suite that successfully bridges brand character with functional readability.
STRATEGY
Co-creating a Strategic Roadmap
My contribution to the brand strategy focused on addressing existing gaps and creating a unified framework built upon Wellbird Health's established foundation. The biggest priority was to clearly define the two audience profiles—patients and physicians—ensuring future communications effectively resonate with both segments. To support this, we expanded the brand voice, translating abstract personality traits into clear copywriting guidelines.
Building out the brand strategy was a collaborative process with the client designed to unify the brand language throughout. Overall, the finalized strategy guide serves as a central reference point for the Wellbird Health team. It helps ensure future messaging and growth initiatives remain aligned with the brand’s core purpose.
DESIGN
Crafting an Intuitive Digital Experience
The last and final phase was to bring the brand to life online. Equipped with customized web iconography, we translated the brand's thoughtful aesthetic into a responsive website design. The end result is a website that offers a clean, intuitive user experience that captures the brand’s bold, forward-thinking approach to care.
She will take the time to understand your goals inside and out and align with them.
Couldn’t have made a better decision working with Jenny. She’s incredibly talented and extremely organized—took some of my pre-developed vision and brand elements, added to them and turned everything into a cohesive style and strategy. Also created an amazing, well-designed and super functional website. Her process is structured and thoughtful, and it shows in the final product. She will take the time to understand your goals inside and out and align with them. Her services are extremely individualized and high value. Highly recommend.
Dr Puja Malik, Wellbird Health
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