Lemonaid Health
A redesign of Lemonade Health’s website and design language, focused on unifying and modernizing the brand for a patient-focused experience.
Introduction
Acquired by 23andMe in 2021, Lemonaid Health offers direct-to-consumer healthcare including consultations, prescriptions and OTC medications. With a long term vision of giving customers an end-to-end genetics-based healthcare experience, Lemonaid needed a visual refresh to start bringing this to life.
PROJECT TYPE
Final Outcome
The new brand and design system and redesigned site injected a fresh, modern aesthetic into a crowded healthcare market, differentiating our brand and enhancing the user experience on key pages of the website.
year
2023
role
Creative Director
Process
We decided to start laying the groundwork a brand merge by pulling Lemonaid Health’s branding closer to 23andMe’s through the refresh of the website and launch of a new weightloss campaign. We first laid the foundations by creating a new logo, color palette and type system that pulled the brand closer to 23andMe. The tone became more optimistic and bold with brighter colors and punchier headlines.
To create additional efficiency in the fast changing market, we rebuilt the website with a comprehensive CMS and developed a robust component library, strengthening SEO and discoverability.
