Building an AI healthcare startup from scratch

We’ve worked with this AI Fund–incubated startup since day one, guiding them through every stage of brand creation and growth. From naming the company to building a cohesive visual and verbal identity, we laid the foundation for a brand built to scale. After launching a high-impact website, we transitioned into a fractional CMO role—helping the team emerge from stealth, sharpen their messaging, and test their way toward product-market fit.

Client

Affineon

Project Type

Branding, Web Design, Marketing

Industry

Healthcare

Healthcare providers are caught between their calling to deliver compassionate care and the relentless tide of administrative tasks that consume their time and energy.

I’ve worked in healthcare for 20 years, and this is the most excited that I’ve ever been.

David Norris

Co-Founder & CEO

Affineon’s AI inbox saves providers time. They automatically handle normal and clinically insignificant lab results and offer providers clinical decision support to get through abnormal lab results faster.

Affineon’s mission is reflected in their name, which blends the words affinity and eon. Affinity represents their mission to humanize the patient-provider relationship, and Eon conveys their aspirations for lasting wellness through continuous and proactive care.

Their brand icon conveys a feeling of connection, with two mirroring A shapes pointing inward at each other, visually representing the patient-provider relationship. The icon also serves as a subtle yet modern nod to to the traditional cross ubiquitously seen across the healthcare industry.

The Affineon team didn’t want to stray too far from the stereotypical blue color palette associated with healthcare, so we decided to create a fresh color system that feels modern, tech-forward, but still trustworthy and established.