Radical Health

Agency: TheLab
Role: Art Director and Design Lead
Team: Andrea Palaban (Creative Director), Kristen Creed (Copywriter), Jenn Seide (Research Lead, UX), Jackie Korovolt (Producer)

 

Radical Health is a community organization based out of the Bronx that aims to provide radical change to a broken healthcare system. They’re working towards health equity by opening up the dialogue with a real-time text app that allows users to ask healthcare related questions and circle conversation practices — all at no cost.

As part of an ongoing initiative to provide support to local organizations, TheLab partnered with Radical Health to provide a rebrand that would elevate its identity and set it up for success.

We collaborated closely with the team at Radical Health (even participated in a circle practice together) to make sure their mission was clear and bold and that the design system was vibrant to reflect the community. We conducted various research interviews with people throughout different healthcare spaces, within the community, and those who had experienced negative situations within the US Healthcare system to inform our creative decisions.

Radical Health logo with black text, a small blue dot, and the word 'Health' in black underneath.

We wanted the logo to stand apart from traditional health-tech brands and highlight Radical Health’s personality.

We chose a new brand font, Adieu, and incorporated an upside-down “i” that turned into a “!” to bring emphasis to the importance of their mission. The brand colors are bold and vibrant to reflect the community and are inspired by Bronx street art. We also leaned into a circle as a primary graphic element to highlight RH’s foundation in circle practices.

Color bar overlays on a black-and-white photo of people sitting in a subway train. The color bars show hexadecimal color codes and names: Blue (#35B5FF), Pink (#FF67FF), Green (#82EF58), Yellow (#FFE252), Black (#000000), and White (#FFFFFF).
A collage of six different colored backgrounds with the word "radical" in bold black or white font and "HEALTH" with a colored dot. The backgrounds are black, blue, light green, pink, yellow, and a black-and-white photo of a woman holding a child with glasses.

To help with the identity rollout, we built out a suite of samples to show how the brand would live across various channels.

Close-up of a white box with the words 'radical health' printed on it, featuring a minimalist design with black text and a small blue dot, against a gray background.
A collection of colorful business cards for Radical Health arranged on a gray surface. The cards are in black, blue, green, pink, and yellow, each with bold text displaying the company name and contact information.
A collage of colorful images and text discussing health equity and radical change, including a black and white photo of an adult holding a child pointing upwards, and photos of diverse smiling women.
Young woman sitting on a stool wearing a white t-shirt, yellow loose pants, black slip-on shoes with decorative patches, carrying a white tote bag with 'radical health' written on it, against a plain white background.
Colorful highlighters in pink, black, and blue with text on them, arranged on a light surface.
Colorful icons related to health, medicine, or pharmacy, including a pill, a flower, a heart, a pink cross, and capsules.

We finalized the project with a brand book that outlined the new tone of voice, brand values, design styles etc. to set RH up for future endeavorers.

A presentation slide deck on branding and messaging for Radical Health, featuring key points on tone of voice, messaging, diversity, inclusive language, color pairings, and healthcare communication strategies.