myTomorrows is a platform that links patients who have exhausted all regular treatment options to experimental treatments for all kinds of diseases. It’s a complex work field on the borders of patient interests, healthcare providers and the pharmaceutical industry – an industry not always prided for its kindness. How do you build a company identity that speaks to all three audiences?
By building an identity that uses the name of the company to create a personal feel that welcomes patients, pursuing their search for treatment, supports the physicians by their side, and accommodate the wants and needs of the industry.
To build a personal and nearly intimate identity for multiple audiences, we introduced a combination of sketch-like illustrations and warm photography, and chose a different main colour for each of the three audiences. The overall visual identity and tone of voice leaves room for personal stories and communicates warmth, without compromising myTomorrows’ business targets and professional feel.