Designing a Brand Identity for a Chronic Illness Support App
Immersive Technologies
Semester programme:User Interaction Design & Development
Project description
How can the app use brand identity and design to build trust and human connection, while staying supportive for people managing energy problems?
Context
In this project, we developed the brand identity for an app designed to support people living with chronic conditions. This target group often experiences fluctuating energy levels, cognitive fatigue, and emotional vulnerability, which means that the way a brand communicates has a direct impact on how safe, understood, and supported users feel.
Starting from these user realities, we formulated a brand strategy that is not only functional, but fundamentally human-centered. Based on research insights and user needs, we defined core brand values that guide all expressions of the brand. These values were translated into a consistent visual identity, including the logo, color palette, and typography, as well as clear guidelines for tone of voice and communication style.
The goal of the brand identity is to create an empathetic, inclusive, and accessible experience that supports users rather than placing pressure on them. Reliability and calmness were central principles, ensuring that the app feels like a safe and understandable environment in which users feel seen and respected.
Results
We finalized the complete brand identity, including the logo, tone of voice, color palette, and supporting visual guidelines. In parallel, we conducted extensive user testing to evaluate and improve key user flows, ensuring that interactions within the app align with the needs, expectations, and limitations of the target audience.
About the project group
We worked using an agile, sprint-based approach. The team was initially divided into two subgroups, each responsible for developing a distinct concept and brand identity direction. This allowed us to explore multiple strategic and visual approaches in parallel.
After the concept phase, the group was restructured so that one team focused on conducting user testing and gathering feedback, while the other team concentrated on refining and finalizing the selected brand identity. This workflow ensured that design decisions were both research-informed and efficiently executed within the project timeline.