Tia was founded in 2017 to address the medical needs of a neglected segment of the healthcare population: women. It started as a simple text platform, but has grown to an in-person and virtual care provider for the whole you — physical, mental and reproductive wellbeing — aiming to serve 100,000 women by 2023. To mirror Tia’s growth and expansion to a more holistic offering, the Athletics team was brought on to revamp and mature Tia’s visual and verbal identity in a way that would speak to all women — while preserving the friendly personality that defined the branding from the start.
With Tia’s expansion into physical, in-person locations, Athletics shifted the brand’s color palette from brighter, digital-oriented colors to a selection of warmer, earthier and more welcoming tones. The palette is anchored by calming neutrals, ranging from light creams to dark terracotta tones, with a bright poppy and rich raspberry hue. To maintain brand recognition, the team held onto the “Tia pink” for accents and added a set of tertiary colors — pistachio, gold, white, and black — for supporting details.
In line with elevating a sense of clinical competence, Athletics updated their wordmark with a lowercase “t”, double-story “a”, and evened out the kerning to improve readability and to draw attention the signature pink dot. Athletics carefully selected typefaces that introduced sophistication and clinical credibility into the brand. Starting with a modern take on a literary 17th-century Garalde typeface Infer for headlines, and a functional sans-serif called Basis Grotesque for body copy and subheads.
The line graphic treatment throughout the system was a subtle way of acknowledging that now two healthcare journeys are the same. Paired with copy, the line treatment can be used to connect the dots in a non-linear process to healthcare.