01 / The brand
Numa Health is a modern healthcare brand built on clarity, calm and compassionate care, making wellness more accessible, personalized and peaceful.
Brand guidelines / 07
Numa Health
I designed the Numa Health brand guidelines: the brand story, voice and tone, logo, colour and typography, and brand applications.
02 / The brand challenge
Numa Health is a healthcare brand built on clarity, calm and compassionate care, so its identity had to feel warm and trustworthy across a mobile app and clinics.
03 / Positioning & concept
The brand promise is to simplify healthcare through thoughtful technology and empathetic design, so the voice had to be clear without sounding clinical.
04 / Voice & tone
Friendly, not overly casual. Professional, not robotic. Clear, not clinical. Empathetic, not patronizing.
05 / Identity exploration & rationale
I defined the voice as a set of balanced pairs (friendly, not overly casual; professional, not robotic; clear, not clinical; empathetic, not patronizing) and carried that warmth into a heart-led mark.
In one lineClear, not clinical.
06 / Visual system & applications
The guidelines move from the brand story and voice into the logo, colour and typography, then show the identity in applications.
- Voice in pairs. Each trait is defined with its limit, so warmth never becomes casual.
- Rewritten examples. The guide shows plain-language replacements for system-like messages.
- Heart-led mark. The logo carries the brand's compassionate care into every touchpoint.
07 / Deliverables
A concise guideline deck that documents the Numa Health identity and how it should sound and appear.
08 / Reflection
Voice guidelines become usable when they show the sentence to write, not only the adjective to aim for.
What the guide covers
- 01About
- 02Voice & tone
- 03Logo
- 04Colour & typography
- 05Applications
Let’s make sense of it
A complex product.
A useful conversation.
I’m open to product design roles, consulting and selected collaborations.