An identity revamp that brings empathy to healthcare payments


  1. Visual Identity System

Historically the U.S. healthcare system has been linked to indifference, red tape, and a deep feeling of consumer frustration. In the midst of this ongoing cycle, an early-stage company is stepping in as an employer benefit—adding humanity back into the healthcare coverage/payments systems—and has found footing from SMBs to the Fortune 500.

We were enlisted to mature the identity, unify the brand, connect on a more human level, and ensure appropriate differentiation from corporate insurers.

Designing to establish trust

The existing identity was lost in the sea of health- and fin-tech brands. Without losing the company's technological foundation, we realigned the visual and written identity towards a balance of human connection, dependability, and a refreshing vision of healthcare. We tempered a worrisome topic with soft but energetic colors, lovable illustrations, and approachable copywriting.

"FiveStone helped us refine and elevate Paytient's visual brand identity. We're now in a better place to connect with both enterprise partners and consumers because the new design captures the ethos of our mission to help people afford healthcare."
Laura Cave

Chief Marketing Officer, Paytient


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