An identity revamp that brings empathy to healthcare payments

For a brighter future where

Paytient
X Whiteboard
What We Did
Branding
Visual Identity System
Messaging
Collaborators

FiveStone

Historically the U.S. healthcare system has been linked to indifference, red tape, and a deep feeling of consumer frustration.

In the midst of this ongoing cycle, an early-stage company is stepping in as an employer benefit—adding humanity back into the healthcare coverage/payments systems—and has found footing from SMBs to the Fortune 500.

We were enlisted to mature the identity, unify the brand, connect on a more human level, and ensure appropriate differentiation from corporate insurers.

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Designed to establish trust

The existing identity was lost in the sea of health- and fin-tech brands. Without losing the company's technological foundation, we realigned the visual and written identity towards a balance of human connection, dependability, and a refreshing vision of healthcare. We tempered a worrisome topic with soft but energetic colors, lovable illustrations, and approachable copywriting.

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Whibaord co-founder Eric Brown smiles at a co-worker in the office.

Advance your vision for a brighter future

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