01 ——————  03

Rebranding

With Smart Symptom Check’s rapid growth and plans to enter the global market, the brand system needed to mature to the next level. The work focused on meeting international audience expectations and ensuring the brand performs consistently across real marketing use cases.

Team

• Brand director (me)

• CEO

• Chief Medical Officer, Deputy CEO

• Director, Key Account & Clinical Affairs

Working closely with executive, medical, and clinical leadership, we completed the brand positioning phase. I then facilitated structured discussions to clarify the brand’s current state and future direction, aligning stakeholders around the core elements: mission, vision, values, and tone of voice.

Logo refresh  ————

With a clear brand guideline in place, the direction of the brand evolution became evident. The logo was the starting point. 

The key challenge was that the local brand name needed to be retained, as recognition and core traction still heavily depended on it. The strategy was to transition smoothly toward a new global brand name without losing existing awareness, trust, or market equity.

Logo ————————————— OLD

Logo ————————————— NEW

Design logic

To emphasize connection, the logo concept was grounded in linguistic logic that works in both English and Finnish. The final proposal links the letters “a” and “o” into a continuous loop, creating a clear visual expression of care and connection. The rounded form conveys a human touch, reinforcing that the technology is designed for people, not just systems.

Color palette  ————

Evolving a brand’s color palette should feel like a natural progression, not a sudden disruption. Maintaining the core essence of the original color while making subtle refinements ensures continuity, trust, and recognition among existing users while keeping the brand fresh and modern.

Gradient  ————

The color palette was leveraged to create gradients and tech-inspired textures that reinforce a modern, digital, and trustworthy brand feel. These visuals became the core brand assets, carrying key messages while reducing reliance on real-world photography, controlling costs, and remaining easy for marketing teams to use.

Typography  ————

ITC Avant Garde Gothic was selected for its clean, modern sans-serif design and geometric structure, which convey clarity and professionalism. Its balanced letterforms ensure high legibility, a critical requirement for healthcare products. The minimalist, contemporary style reinforces the brand’s forward-looking and innovative positioning, while performing reliably across both digital and print applications. The typeface is used consistently across all branding and marketing materials to ensure visual coherence.

Marketing font

In practical use, the marketing team does not have access to the custom-designed typeface and primarily works in Microsoft and Canva. To ensure consistency in daily execution, an alternative typeface was defined. Century Gothic was selected as the closest available match to Avant Garde Gothic, preserving the geometric character, clarity, and overall brand feel across commonly used tools.

02 ——————  03

Templates for use

After completing the brand guidelines, I extended the work into a full branding system. Based on team needs, I created ready-to-use templates that require no designer involvement, ensuring the system could be applied easily and consistently by non-designers.

Team

• Brand director (me)

• CEO

• Director, Key Account & Clinical Affairs

Deck (Powerpoint) ————

The first and most urgent need was a PowerPoint template. At this stage, presentations were the primary brand touchpoint with partners, clients, and stakeholders. The requirement was a simple, ready-to-use system where teams only needed to insert text and images, while remaining fully aligned with the brand identity.

Social Media (Canva) ————

The team aligned that a static brand guideline PDF would not be used in practice. Instead, we implemented the brand system in Canva as the most accessible and adoptable platform. Branded templates, including social media assets, were built directly into the system, with usage guidance embedded in the notes to ensure correct application without training overhead.

03 ——————  03

Website

Once the branding system was in production, we initiated the website renewal. The website became the primary global touchpoint for trust, credibility, and first impressions, and a clear reflection of the new brand. 

The website production process is currently ongoing. Let’s connect and stay in touch.