Clarifi Tech
Clarifi Technologies is an AI tech startup in Davis, CA. Each decision made for this brand was backed by hours of research, conversations, and passion for AI technology.
Date
January 2024
Role
Brand Design, Web Design
[ View Website ]
I. The Challenge
Take Xyramid, an early stage, pre-seed startup, and transform their brand to match their core values of making healthcare technology easy, clear, and quick. A tall order, right? Make an AI healthcare company that people would actually trust enough in to utilize. AI? and healthcare? In the same sentence? Let alone in the same product??? I had my work cut out for me.
early website screenshots; from before my time with Clarifi
II. The Research
A quick overview of their website gave me a general idea of what their aim was as a company. They wanted to revolutionize healthcare applications using A.I. to help people clarify their health questions and catch anomalies earlier. Knowing this, my biggest concerns were:
One – Nobody could pronounce Xyramid. Go ahead. Try it. Zeer-ah-mid? or Zigh-ra-mid? Goodluck with SEO- nobody will know how to google this.
Two – Their current aesthetic was very tech forward; which would fail in gaining user trust. Given the goal was to get individuals to share healthcare data, I was worried that the “all-in on A.I.” perception would make early user adoption hard. The geometric shapes, emphasis on bright orange and pale robin blue….it was giving clinical vibes. Which isn’t bad, but didn’t fit correctly for the goals of the company.
I distilled that they had one main goal: to make healthcare clear.
How could I make it better?
Easy Targets: Move away from geometrics, and expand the color palette to something a bit more playful.
Lets explore color, and make some basic organic assets for slideshows, backgrounds, etcetera.
Okay, hey! The organic shapes and expanded palette are workable. This is a good direction. Now; what about this logo?
After investigating further, I learned it was supposed to reflect an inverted pyramid of data; putting users on top, and in control. Awesome sentiment; but it got a little lost in translation.
What if we envisioned data not as a power hierarchy, but as an ecosystem- where we have complete control over what comes in and out? Maybe…a circle?
III. The Solution
Clarifi Technologies
A beautiful and functional brand, that resonates with individuals as not a perfect corporation, but a flexing, evolving, work in progress through its use of humanistic, organic shapes, and fun, lively colors. I wanted us to be honest, humanistic, organic, and forthcoming with everything we knew; and everything we don’t know.
Because of this northstar, I made every brand asset from just the logo. I transformed it, repeated it, spiraled it, warped and layered it….everything under the sun. Even the gradients used in backgrounds are made from just areas of the original logo. I didn’t want any part of Claire’s design to come from thin air. Every inch of these designs are based in a real facet of her to gain trust with consumers.
But I didn’t want the reality of her system to stop at just asset creation. Everything about Claire is rooted in tangible decisions- for instance; the logomark’s shape, and Claire herself, are not just a circle because circles look nice and fit into profile photos well. Clarifi is based in circles because Claire is a physical Neural Network. You can interact with it here.
Claire is also a dynamic logo.
When Claire processes, creates insights, collects data, and finds anomalies; you know with just a glance. Claire is designed to morph to your personal data over time, with both upper and lower bounds for change. One could compare their version of claire to the person’s next to them, and summarize that both users have very different health outcomes, based on shape and color alone.
This exploration visualizes how variables could be adjusted to display different data points for individuals. Although many variations were done, this one in particular shows differences in the variable of stroke weight.
Although I am no longer with Clarifi Technologies, their work to continues on.
You can view the brand and application designs I made, talk to Claire, and see what they are up to now, anytime at Clarifi-tech.com.
Special thanks to Matt Berri, Ty Lettau, Hilary Dockray, and Strallia Chao, for their relentless pursuit of the best product possible.