Bringing bone graft technology out of the research lab and into the OR.
services
Branding
UX Research
UI Design
Frontend Development
Backend Development
The Brief
Brands targeted at parents usually avoid risky or sensitive subjects. Most paint an idyllic picture of parenthood: the kind where a house filled with toddlers is somehow clean and tidy all the time—its carefully placed, pastel-hued decor permanently spotless.
Becoming, however, wants to make it ok to talk about the less glamorous side of parenthood, and needed their brand to convey this.
The answer came as I stared at the formerly white walls in my office, generously improved by my daughter with colorful (and surprisingly hard to wash) crayons. I found it a fitting metaphor for parenthood: it’s beautiful but can get messy. And you don’t get to control it all the time. That’s ok.
Logotype
The brand is entirely built around this idea: of a stable and mature universe welcoming an unpredictable element—sometimes interesting, sometimes ugly, sometimes frustrating. The former is accomplished through elegant type, rational and clinical layouts, and a muted color scheme; the latter is accomplished through the use of colorful, unexpected hand-drawn doodles.
Because the brand will likely meet its customers at their most vulnerable, we needed it to appear trustworthy. This forced us to be mindful of the balance between both visual languages, so as to not let it become so sterile that it misses the point, nor so playful that it fails to appear credible and reliable.
That balance was accomplished by ensuring all drawings are so rudimentary that they could plausibly have been drawn by a 3-year old, but making an effort to keep the composition visually pleasing and interesting. To do this, we opted to keep a tight grip on the color scheme, and avoided complex or overlapping shapes.
Website
The website consists of a simple single-page application where customers can learn more about the company and begin their journey, by signing up for therapy sessions or enrolling in on-line courses.
We opted to keep the layout very straightforward, and were slightly more frugal in the use of hand-drawn elements. The website is built on top of a clean and elegant foundation, which is only slightly and progressively “ruined” by doodles, employed on strategic areas of the page, where they are unlikely to interfere with any of the product’s affordances.