Re-brand & Creative Leadership
A human-centred approach to modern healthcare
Client Kry & Livi
Brand strategy, Visual Identity, Creative Direction, Art Direction, Design Systems & Workflows
As a creative partner on Kry’s 2019 rebrand, along with IdentiyWorks, we shaped and designed a healthcare brand that feels as human as the care it delivers. Our role was to balance commercial objectives with creative ambition—building a globally consistent, emotionally resonant brand while integrating with the brand, product and marketing teams and energising the wider organisation through workshops, inspiration sessions, and clear strategic and creative direction.
The rebrand redefined Kry’s brand proposition and brought it to life across every touchpoint, from the app experience and marketing communications to physical clinic interiors. Alongside the creative output, we developed scalable design systems and streamlined workflows, improving efficiency, reducing production costs, and strengthening brand consistency across multiple markets.
Final Deliverables
Logo
New Logos, Guidelines & Brand Architecture
Type
Custom font & guidelines
Colour
New & extended colour palette
Art Direction
New Art Direction & Creative Platform
Illustration System
New Illustration System
Layout System
New Layout templates for all channels
Motion Principles
New Motion Principles, Guidelines & Templates
Environmental
Physical Clinic Brand Experience & Guidelines
Brand Strategy & Identity
It’s all about you and your health
Our creative strategy centred on the idea of you-centred healthcare—a promise of empathetic, personal care as the first step to feeling well.
We translated this into a visual language built on soft organic forms, calming and psychologically informed colours, and art-directed illustration and photography that felt diverse, approachable, and human. The result positioned Kry/Livi as a modern, patient-first brand in an industry often seen as cold or “too clinical”.
Guidelines, Templates & Workflows
Smooth & Efficient Workflows
To support global consistency, we developed a suite of internal tools and systems: brand guidelines, a refined tone of voice, asset libraries, and templated systems for advertising, social media, email marketing, and physical environments.
These resources empowered local teams to move faster while staying on-brand, reducing bottlenecks and ensuring every patient interaction felt part of the same thoughtful experience.
Digital Product UI Design
The in the App Experience
The app is where patients experience the brand most intimately, so we made sure the new identity carried through seamlessly. We led the integration of illustration, colour palettes, and brand elements into the UI—introducing organic forms, subtle animations, and warm human touches to create a welcoming, empathetic digital space.
Marketing Strategy & Creative
Global creative & strategic marketing
We designed modular creative systems for brand campaigns, seasonal activations, and product launches. These frameworks gave local markets the freedom to adapt quickly while maintaining a cohesive global brand narrative—accelerating production and strengthening storytelling across channels from performance marketing to social and out-of-home.
Retail Design
Seamless digi-physical healthcare experience
We directed the brand experience for Kry/Livi’s clinics, ensuring that stepping inside felt like entering a physical extension of the app. Working with architects and interior designers, we developed a clinic style guide covering spatial principles, materials, and signage. Calming colours, illustrated cues, and brand-led graphics created reassuring, human-centred spaces that rolled out consistently across Sweden, the UK, and France.
