Tech-first to human-centered in virtual care
Guardiant Health
At the time of its launch, Guardiant Health was introduced as a healthcare technology company focused on remote patient monitoring and wraparound virtual care services for high-risk populations. The company worked directly with consumers, often caregivers, seeking tools to better support their loved ones from a distance. However, the brand initially leaned heavily on a technology-forward identity that lacked emotional resonance and accessibility.
Our role
TCD was responsible for the development of the brand platform, including the logo, identity, messaging, website, collateral, and packaging design. Through the creative process, we wanted to move away from the design of the shield, which looked like an internet security company. Instead, we developed a narrative around the idea of a bird watching over a loved one. The purple colors and the bird perched on a branch created a soft and approachable platform for caregivers and B2B organizations.
Impact
The decision to rebrand from a technology-focused company proved to be a wise decision. Through COVID-19, Guardiant Health moved away from remote patient monitoring services and adopted new services with virtual care and wraparound services for high-risk populations. The brand platform proved to be resilient and flexible for growth and innovation compared to a literal logo for the technology they no longer offered. In 2023, Guardiant Health was acquired, and we are contracted with the new parent company.
