Ribbon

Problem

Ribbon needed to bring its healthcare offering into one coherent experience, connecting the brand people encounter with the website they explore and the product they use. The design challenge was to make health-testing information approachable while maintaining a sense of clarity and precision.

My Decision

As Head of Product and Creative Director, I approached the work as a connected brand and product system. The visual language draws on the color calibration cards used in the testing process, combining modular squares, a distinctive wordmark, clear typography, soft gradients, and human photography. I carried that direction across the website, marketing, and the full product experience, using consistent hierarchy and interface patterns to make the journey easier to follow.

What I Built

I designed Ribbon’s brand identity, website, marketing assets, and entire product. I built the UX architecture, designed the app flows, and developed a design system to connect the product’s structure, screens, and interactions. The engagement brought product design and creative direction together, carrying a consistent visual language across the app, customer-facing website, and marketing. The selected work shows the logo system, typography, graphic language, website presentation, social campaigns, mobile applications of the brand, and outdoor advertising.

What Changed

The work established a shared design foundation across Ribbon’s brand, digital experience, and marketing. Consistent visual cues and information hierarchy connect the healthcare offering across touchpoints and provide a basis for future product and campaign development.

Key deliverables

• Brand identity and logo system
• Typography and graphic system
• Website design
• End-to-end product design
• UX architecture
• Product design system
• App flow designs
• Creative direction
• Marketing and social assets
• Campaign applications

Team & collaboration

I led product design and creative direction as Head of Product & Creative Director, designing the brand identity, website, marketing assets, and full product experience.