All work
Concept project — self-initiated, not a client commission
Case study 01 / 06
Solace Health
An identity and digital front door for a fictional community health service — designed to make the first appointment feel less like paperwork and more like being looked after.
Sector
Healthcare
Disciplines
Positioning, Identity, Digital
Year
2026
Status
Concept / demo
Mood reference — photo by Pegah Mohamadi on Unsplash. Not a final campaign asset.
01
The challenge
Health services often look trustworthy in the same way: blue, clinical, stock-photo smiles. For someone anxious about booking, that sameness reads as distance. The brief we set ourselves: how might a local service feel credible and genuinely warm at the moment people are most hesitant?
02
The strategy
Position Solace around “care that starts before the appointment”. Every touchpoint answers one question first — what happens next? — so clarity becomes the warmth, rather than decoration.
03
The approach
A soft, rounded wordmark paired with a strict information hierarchy. Natural light photography instead of staged clinical scenes. A booking flow that shows the whole journey upfront, in plain language, with no dead ends.
04 — Visual decisions
Why it looks
the way it does
Type: Rounded humanist sans for headings, highly legible grotesk for text.
Daylight, not white light
A warm sage and linen palette avoids the hospital-white default while keeping strong text contrast.
Plain-language system
Headings are written as questions people actually ask, so scanning the page answers them in order.
One action per screen
The digital concept never asks for more than one decision at a time.
Concept palette
#233D32
#D5DFD0
#F4EFE6
#8FA88A
Reference — photo by Matthew Burns on Unsplash
05 — Deliverables
01Positioning statement
02Wordmark & identity system
03Photography direction
04Booking journey prototype
05Accessible component starter
06 — Outcome
This is a concept, so there are no real-world results to report — and we won’t invent any. If it went live, these are the signals we’d agree to measure from day one:
Booking completion rate
Calls to the front desk asking “what happens next?”
Time to find opening hours on mobile
