Vori Health needed more than just a website; they required a complete brand identity. Initially, they only had a logo and a clinical vision, so I developed their entire minimum viable product (MVP) identity from scratch. The first version emphasized warmth, clarity, and simplicity, aiming to make patients feel safe as they learned about a new model of musculoskeletal (MSK) care. It featured friendly shapes, soft colors, and a straightforward user experience to quickly build trust.
As Vori grew and secured major investments, their playful identity no longer matched their new professional direction. They began working with health plans, enterprise teams, and investors who expected a more polished image. Thus, we undertook a complete repositioning to project clinical rigor while maintaining the humanity of Vori's care approach.
The website redesign reflected this shift. We restructured the user experience to enable patients, clinicians, and decision-makers to quickly understand Vori’s story and value. The new design introduced clearer hierarchies, structured layouts, and a refined color palette that conveyed maturity and trustworthiness. Stronger visual elements showcased outcomes and product features while maintaining emotional connection.
We also created a comprehensive visual style guide to ensure consistency across all future assets, including product pages, campaigns, and educational content. This guide included an updated color system, refined typography, and standardized iconography. Additionally, we developed a UI design system for emails, ensuring a cohesive experience in communications.
Ultimately, Vori Health evolved from a simple logo to a fully developed, scalable identity that balanced rapid growth with long-term credibility. The brand preserved the human touch while transforming into a cohesive healthcare leader, capable of confidently engaging patients, clinicians, investors, and enterprise partners.
