Creating a Visual Identity and UI Framework for an Early-Stage Health-Tech Startup

MyCaribou, a startup focused on global healthcare partnerships, needed a user interface design that communicated their core services and values while supporting their early-stage development. With branding assets still in progress and limited design elements available (a logo and color palette), the challenge was to create a cohesive digital presence from the ground up.

The goal was to:

• Define a clear homepage content flow to focus on core service offerings.
• Conceptualize backend dashboard designs, which were not yet fully defined.
• Develop a visual language that conveyed connectivity, partnership, and global reach, while aligning with the brand's emerging identity.

1. Defining the Homepage and inside pages from scratch
   
   1. I collaborated with the Imaginis and MyCaribou teams to structure the homepage content and flow, focusing on clarifying their core service offerings for their target audience. The design prioritized an intuitive user journey to guide potential partners and clients toward key information. I created custom iconography and illustrations.
2. ‍Creating a Conceptual Visual Language
   
   1. To give the brand a unique identity, I developed visual motifs that communicated MyCaribou's values of connectivity and global partnership. I incorporated design elements like connecting lines and strong, angled content panels to create a dynamic and cohesive visual system that aligned with their emerging marketing materials.

• Defined Visual Identity: Delivered a polished homepage design that clearly communicated MyCaribou's mission and services, helping them establish a strong digital presence during their startup phase.
• Scalable UI Framework: Created mockups that served as a foundation for future development and functionality.
• Brand Cohesion: Established a visual language that tied together MyCaribou's marketing materials and digital presence, reinforcing their values of connectivity and global reach.

This project proved that you don't need a complete brand guide to build a strong design foundation. By establishing a core conceptual metaphor, in this case, "connectivity", I could create a cohesive visual language that guided all design decisions. This approach allows a startup's identity to feel intentional and scalable, even when built from the most minimal of assets.