Tia:Women's Health Reimagined
Series of illustrations for a rebrand of US healthcare provider.
Tia started in 2017 to address the medical needs of a long-ignored, painfully neglected segment of the healthcare population: women.
Athletics partnered with Tia to refresh their story, brand voice, and identity system to speak to a much more diverse and age-inclusive audience. Tailored to the whole you, Tia offers virtual and in-person healthcare appointments that are accessible and affordable: holistic healthcare truly designed for women.
The illustrations play a significant role in the visual language and are featured in a variety of spaces accross the app and website.
TIA started with a WebMD-style texting platform aimed at younger millennials and zoomers. As the Tia team rapidly expanded beyond a texting platform into in-person and digital care, they realized the need to broaden not only their geographic reach but their target markets as well.
The goal: to normalize conversations about topics such as birth control and gynecological care.
Expanding beyond the millennial set. Athletics team’s goal was to create a visual and verbal identity that would speak to a broader community of women across age brackets and clinical settings—while preserving the friendly personality that’s defined Tia from the get-go.
One of the brand objectives, beyond appealing to a more diverse community of women, was to elevate perceptions of clinical sophistication.
PROJECT AWARDS:
London Creative Communication Awards,
Honorable mention in Graphic
International Design Awards,
Honorable mention in Brand
Honorable mention in Web Design
Honorable mention in Interface Design
TEAM:
Project Lead & Creative Director: Allie Ball,
Assistant Creative Director: Akansha Kukreja,
Producer: Lina Yeh,
Designer: Liz McGuirl,
Designer: Tessa Millhollin,
Branding Agency Partner, Athletics
Illustrations: Maria Ines Gul
// Client TIA / AD Athletics New York
