Daring mighty things for kidney care.
Chronic kidney disease (CKD) is a life-altering diagnosis, with treatment protocols weighing heavily on patients and their families. It affects 37M people in the US, and 90% don’t even know they have it until they end up in the ER. Bottom line, it’s a sobering situation desperately in need of a shakeup.
Shaker-upper Cricket Health is doing just that with a tech-forward, community-focused approach that identifies CKD earlier, enabling doctors to treat it sooner. Their branding needed to reflect the breakthrough factor of this bold new model of care.
Cricket Health’s vision is daring. Highly human-centric. And mission-critical for millions. They needed a visual system that would immediately telegraph the power of their purpose, bringing more heart, more hope, and more humanity to the category. A warmer approach to imagery reflects more patient engagement, collaboration and a welcoming sense of community. An ownable set of icons helps communicate the unique model of care. And an updated palette moves away from the safe ‘corporate’ blue of airlines and insurance companies, bringing in more vibrancy for an energized, optimistic feel. The system flexes to accommodate messaging for all three audiences – patients, providers and payers – supporting Cricket’s mission to help these patients stay as healthy as possible, for as long as possible.
- Brand design