Atrium
- Brand Strategy
- Brand Identity Design
- Visual Identity
- Verbal Identity
- Product Design
- Logo Design
Atrium Lab was founded on a simple yet powerful mission: to make health data accessible, actionable, and empowering for everyone. In a world where lab reports are often overwhelming and filled with complex jargon, the brand set out to simplify the information and bring clarity to users.
Co-founded by the creators of PrepLadder, a company acquired by Unacademy for $50 million, Atrium's mobile app goes beyond merely organizing health data; it transforms it into meaningful, easy-to-understand insights, empowering users to take charge of their health.
The challenge
The healthcare industry is notoriously complex, and Atrium faced the challenge of standing out in a crowded market while building trust and confidence with users. The brand needed to strike a delicate balance: it had to be technologically advanced to deliver reliable insights, yet also emotionally reassuring to foster user confidence and engagement.
While telehealth offers users generic insights, it often lacks the depth and personalization Atrium aimed to provide.
Problems to solve
- Create a modern, intuitive brand that balances innovation and trust, appealing to a tech-savvy yet health-conscious audience.
- Develop a seamless mobile app experience with minimal onboarding resistance, ensuring users can easily understand and use the platform.
- Deliver personalized health insights in a familiar, user-friendly interface, ensuring simplicity while avoiding information overload.
Our approach
To address these challenges, the Pineapple Design team began by engaging directly with Atrium's founders to get a deeper understanding of their vision and goals. We also delved into the healthtech landscape to understand the nuances of this rapidly evolving industry and to identify the specific needs and pain points of Atrium's target users.
By thoroughly researching the user base, we uncovered what they truly needed from a health insights app: clarity, reliability, and a sense of empowerment in managing their health. This research guided us in crafting a brand identity that embodied innovation and empathy.
Discovery
- Stakeholder interviews
- Competitive audit
- Strategy workshops
- Trend reports
- Audience personas
Strategy
- Brand strategy
- Brand identity
- Purpose & vision language
- Positioning statment
Design
- Logo design
- Color & type systems
- Mobile app UI design
- Asset design
- Motion design
What outsiders thought -
Uncertainty, limited insight into customer sentiment, and a lack of clarity on user goals.
How we changed the story -
Easy-to-understand data, advanced healthtech platform, and enhanced customer trust.
User goals and features
Health-conscious users
These users are already deeply invested in preventive healthcare, seeking actionable insights to maintain and enhance their health.
First-time users
These users are less familiar with preventive care; they need encouragement and support to make proactive health decisions and take control of their well-being.
Branding
Atrium’s visual identity centers on a color palette of Empowerment Blue and Kaizen Green, symbolizing trust, growth, and clarity. Enhanced with gradients, this palette brings a modern feel that resonates with the brand’s vision.
Prioritizing simplicity and human connection, the brand’s design demystifies complex information, empowering users to confidently engage with their health journey.
A Symbol of Insightful Care
The Atrium logo was crafted to reflect the brand's mission of making health data actionable and approachable. By integrating a heart-shaped grid of dots, we aimed to represent both personal well-being and the value of data-driven insights.
This design choice emphasizes that Atrium’s goal is not just to provide data but to empower users to take meaningful action for their health. The gradient adds a layer of modernity and warmth, capturing Atrium’s blend of innovative technology with empathy, building trust at every user touchpoint.
Our Guiding Theme: The Courage to Thrive
Atrium’s brand theme, "The Courage to Thrive," captures the heart of its mission: empowering individuals to take proactive control of their health. This theme emphasizes that real courage lies in facing one’s health with knowledge and confidence. The brand attributes of empathy and empowerment reflect Atrium’s commitment to guiding users on a journey toward healthier living with courage and clarity.
Bringing the Brand to Life Through Seamless Digital Experiences
The Atrium mobile app transforms complexity into simplicity, making health data easy to understand and empowering users to take control of their well-being at a glance. Designed with a human-centered approach, the app allows users to quickly recognize key health insights and risks. The website, on the other hand, showcases Atrium’s unique value, offering visitors a compelling glimpse into the platform’s benefits before they even download the app.
Bringing the Brand to Life Across Social, Merchandise, and Digital
From strategy to visual to activation, we helped Atrium envision its brand 360°.