Tia Brand Refresh – Akansha Kukreja

Tia
Brand Refresh

Role

Collaborators

Press

A full-service healthcare platform that provides gynecology, primary care,
mental health and wellness services for women based across the US.

Creative Direction
Project Lead
Art Direction
UI Design
Illustration
Identity System
Member Communications

VP of Creative:
Allie Ball

PM & Design:
Lina Yeh, Liz McGuirl, Tessa Millhollin, Bethany Cart

Writer:
Megan Baldwin

Branding Agency Partner:
Athletics

Illustration Partner:
Maria-Ines Gul

Development Partner:
DataArt

Brand New

Abudeezo

Print Mag

Context

With a shift in the journey to create a new standard of care for women, we worked to rebrand the young and colorful Tia to a more trusted, mature brand. One that prioritizes designing and delivering excellent care for women of all ages and health concerns. Visit asktia.com

Tia Brand Refresh

A full-service healthcare platform that provides gynecology, primary care, mental health and wellness services for women based across the US.

With a shift in the journey to create a new standard of care for women, we worked to rebrand the young and colorful Tia to a more trusted, mature brand. One that prioritizes designing and delivering excellent care for women of all ages and health concerns. With a shift in the journey to create a new standard of care for women, we worked to rebrand the young and colorful Tia to a more trusted, mature brand. One that prioritizes designing and delivering excellent care for women of all ages and health concerns. Visit asktia.com

Collaborators

VP of Creative: Allie Ball
PM & Design: Lina Yeh, Liz McGuirl, Tessa Millhollin, Bethany C
Writer: Megan Baldwin
Branding Agency Partner: Athletics
Illustration Partner: Maria-Ines Gul
Development Partner: DataArt

Role

Creative Direction
Project Lead
Art Direction
UI Design
Illustration
Identity System
Member Communications

Press

Brand New

Abudeezo

Print Mag

x

Approach

In early 2022, at Tia we recognized the need to evolve its brand identity to reflect the company's newly minted "whole woman, whole life" vision. Tia’s new brand colors use warm and earthy tones inspired by nature to help patients feel calm and comfortable. New soft, tactile materials make women feel welcomed and immediately at home. Soft curves were added wherever possible to reflect the natural curves of our bodies. New typographic choices and fonts highlight Tia’s clinical expertise and feel both trustworthy and timeless.

x

Approach

Our approach to visuals were to help soften the cleanliness of the logo and create a less intimidating visual world in an otherwise sterile healthcare industry. The new photography style celebrates real human bodies in all shapes and sizes. The suite of brand patterns connects the dots between art and science. We also created new welcome murals that were co-created with Tia providers to showcase their creative side. Last but not least, we designed a new logo that feels modern and mature but has a lowercase "t" to keep things conversational and approachable.