Athletics has created a new identity for women’s healthcare network Tia that seeks to reflect its growth from a chat-based app to a more holistic in-person and virtual care provider with a more “mature” visual and verbal identity.
Tia was started in 2017 by founders Carolyn Witte and Felicity Yost to address the medical needs of women in the US: “a long-ignored, painfully neglected segment of the healthcare population”, Athletics says. Its name comes from the Spanish for “aunt” and was meant to personify the voice with whom the users of the app speak, explains Tia VP of creative Allison Ball.
However, since its founding, Tia has expanded to offer in-person care and virtual care, as well as expanding beyond its original millennial audience to women of all ages while looking to preserve its feelings of approachability.
Athletics was brought in to refresh Tia’s identity, working on research, strategy, art direction, brand identity and brand voice.
In line with Tia’s original app-based service, the existing color palette had been digitally oriented featuring brighter colors centered around a neon “Tia pink”, Athletics explains. In the new identity, the pink remains – for accents throughout the identity – but has been integrated into a warm, earthy palette of cream, terracotta, poppy and raspberry tones. A further tier of colors includes pistachio, gold, white and black.
A significant change was the update to Tia’s wordmark. Athletics swapped the uppercase “t” for a lowercase letter; changed the “a” from a single to a double-story letter and evened the kerning to improve readability as well as drawing attention to the pink dot of the “i”.
New typefaces were chosen to add “clinical credibility” and sophistication, Athletics says. Infer, a contemporary take on a 17th century Garalde typeface is used for headlines, contrasted with a “functional” sans serif called Basis Grotesque for body copy and subheads.
A graphic device of a curving line, used both still and animated, represents the “personal” journey of healthcare, where “no two journeys are the same”, Athletics explains.
“Each has its own unique twists and turns, moments of clarity and moments of frustration. Our line graphic treatment is a subtle way of acknowledging this truth. Paired with copy, it helps Tia tell an open, honest story about the non-linearity of modern medicine – a story many healthcare providers would rather not tell”, Athletics explains.
Another detail are graphic patterns in pink and orange that come from microscopic images of healthy breast and uterine tissues, “signifying our commitment to being ‘science-backed’, Ball explains. These are used in graphics for web and social media, as well as on distinctive tote bags.
Tia’s service integrates primary care, gynaecology, mental health and wellness, which means copy is focused on the idea of a service that treats the “whole” woman.
A range of illustrations from Maria-Ines Gul introduce each area on the website, while new photography featuring Tia members celebrates “real women’s bodies” Ball says.
The identity has been applied across physical and digital elements alongside new clinic interiors by Tia’s new in-house interiors team.