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The Challenge:
Creating a Brand That Feels as Supportive as It Is Smart
Flo Health is a global leader in women’s health, trusted by over 50 million users for science-based, personalized insights. But as the brand scaled internationally, it needed a visual identity that matched its mission—one rooted in empathy, clarity, and connection.
Flo came to Orchidea with a need to:
- Elevate their brand recognition with a cohesive, signature look
- Reflect their inclusive, supportive voice across digital platforms
- Create an identity that resonates emotionally while upholding medical credibility
- Ensure adaptability across app UI, social media, and marketing channels
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The Objectives
- Develop a distinct visual identity that humanizes Flo’s technology-driven health platform
- Build a scalable design system rooted in warmth, clarity, and modernity
- Craft a visual language that speaks to women across all life stages
Drive user engagement and emotional trust through design consistency
The Strategy
We started with the principle that design is care—especially in health contexts where tone, accessibility, and inclusivity directly impact user experience.
Phase 1: Brand Discovery & User Alignment
We conducted deep research into Flo’s mission and user demographics, identifying design themes that aligned with users’ emotional needs: safety, empowerment, and clarity.
🧠 User personas ranging from first-time app users to women navigating menopause
🎯 Emotional mapping to guide tone-of-voice and visual direction
🖌 Benchmarked competitive health apps to find white space in design approach
Phase 2: Visual Identity Development
We conceptualized a brand look that balanced medical credibility with emotional warmth, focusing on soft forms and fluidity.
- 🎨 Color palette: soft, grounded pastels with energetic accents
- ✏️ Illustration style: organic, inclusive, and minimal—designed to reflect diverse bodies and life experiences
- 🔡 Typography: approachable sans-serif type with high legibility and a calming rhythm
🌱 Iconography and graphic motifs that represent growth, cycles, and care
Creative Highlights
- 🖼 Modular illustration kits for in-app experiences, social campaigns, and educational content
- 🫶 Symbolism embedded in visuals (e.g. circular motion for life transitions, leaves for growth)
- 🎯 Brand elements designed to feel personal but never overly clinical
- 🧩 UI-friendly components to ensure seamless integration into Flo’s product ecosystem
- 📱 Social and campaign visuals with powerful, affirming messages: “Every cycle is different. And that’s okay.”
The Impact
With a refreshed identity that’s equal parts beautiful and functional, Flo Health now shows up as the empathetic leader it already was.
Orchidea helped translate a data-rich platform into an emotionally intelligent brand that women around the world recognize, trust, and turn to—day after day, cycle after cycle.
Because in women’s health, the right design doesn’t just look good—it makes people feel seen.
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