Thyme Care, Transforming Cancer Care, Together

Compelled by a mission to help people better navigate the unknowns of a cancer diagnosis, Thyme Care approached us with a very clear brief: “create a brand that exemplifies our vision for a kinder care process.” As an oncology management solution for people at their most vulnerable, it was vital that the entire brand journey we co-created was accessible and approachable.We wanted the patient to gain a sense of control in the process and knew this would start with a human-centric brand, in a category where humanistic design has traditionally taken a back seat. We knew we had to inject warmth and compassion, whilst creating a foundation that enables Thyme to remain relevant to major healthcare providers.

We went beyond the obvious healthcare tropes to find something that spoke to the company's core values. In our research, we discovered that throughout history, the fragrant Thyme plant has been used to protect and support. It symbolizes deep friendship and devotion, a commitment to being there for the ones you love. The name, Thyme Care, represents their brand promise: “devotion, every day, to everyone affected by cancer.”

We knew we had to create a logo that felt both friendly and trustworthy and so we designed a custom wordmark that balanced authoritative with approachable. You'll see this realized in the sturdiness of the T and the more organic tail of the Y.The brand icon is a simple reformulation of the T from the wordmark with the ascender inspired by thyme buds (that also conveniently look like hearts!)

Illustration plays an important role in the brand world, where it can reach people the way words sometimes can’t. We used illustrations to communicate the wide range of emotions and experiences at some of the most challenging points in an individual's life. They allowed us to express connectivity, support, and empowerment in a human-centric way.

The rise of modern healthcare companies has seen the industry shift its color preferences away from blue (which traditionally signifies trust) to green (humanity) and, in turn, we see an oversaturation of its use. Therefore, we used color to easily differentiate the brand, drawing on the pink and purple blossoms of the Thyme plant as an immediate source of inspiration for the primary color.

As part of the development of the identity system, we designed a robust business suite for internal teams and external partners to easily leverage the brand in day-to-day communications.

We designed a web presence with a UI & UX that's warm and easy for both patients and care providers to navigate.