Evolution, Encoded in Care

Ascle is a healthcare startup that digitalizes key processes in medical institutions and builds a genuine connection between doctors and patients. The company needed an identity that would reflect its values and mission, support systematic growth, stand out among competitors, and enable confident scaling.

To create a brand book that goes beyond visual guidelines and instead defines a holistic and scalable brand code. It was crucial to capture Ascle’s philosophy, find universal metaphors, and craft visual solutions that would work consistently across different media and communication channels.

Our work followed a phased approach. During the research and strategy stage, we analyzed the market, competitors, and users to identify the brand’s core and formulate concepts (link to concepts). Next, we developed the visual identity — designing logos, selecting a color palette and typography, and creating a symbol that reflects the brand’s philosophy. From there, we moved on to graphics and application — mockups, presentation templates, and visual assets. The final stage focused on photo style and content direction, where we refined patterns and assembled the complete brand book.

The outcome was a comprehensive brand book featuring two identity concepts, a photo style, patterns, and a scalable application system. Ascle gained a clear market positioning and a unified visual code that communicates its values and grows with the company. This strengthened brand recognition and ensured consistent perception across all communication channels.