In 2017, a brand new platform known as Tia burst onto the scene, fueled by a daring, revolutionary thought: provide simply accessible healthcare to girls. Approachable, female-centric healthcare? What an idea!
In a largely misogynistic tradition the place care tends to be scarce, Tia essentially stepped in to fill a void that by no means ought to have existed within the first place. The corporate began out modestly as a textual content service imbued with an unabashed, playful model voice that was complemented by a system comprised of shiny colours and daring fonts. Ladies responded with resounding approval, propelling Tia towards the in-person and digital care choices it offers in the present day.
With this new stature, Tia was in determined want of a model elevation that matched their growth and ambitions. They turned to the branding specialists over at Athletics, who helped them revamp their current identification whereas staying true to the model tone that drew girls to them within the first place.
In mild of Tia’s development into bodily areas, Athletics switched up the model’s colour palette. Whereas their unique, brighter hues had been higher fitted to digital areas, the brand new system’s hotter earth tones elicit a welcoming power. This up to date palette contains soothing neutrals akin to mild cream and darkish terracotta, accented by shiny poppy and raspberry. Athletics took care to protect Tia’s unique aptitude and hard-earned model recognition by retaining the unique “Tia Pink,” and even added a number of extra tertiary tones within the type of pistachio, gold, white, and black.
When it got here to Tia’s wordmark and sort, Athletics switched out the uppercase “T” in “Tia” for its lowercase counterpart, and changed the unique “a” with a double-story type. In addition they evened out the kerning within the wordmark to boost legibility and draw consideration to the signature Tia pink dot above the “i”. They opted for major and secondary model typefaces that will lend an air of credibility and class, choosing Infer for headlines and the versatile sans-serif Foundation Grotesque for physique copy and subheaders.
In the meantime, the overarching graphic motif of the model system is a skinny, winding line chosen to represent the numerous diverse healthcare journeys girls expertise.
