Transforming the world of medicine.
Hamburg-based start-up, Kumi Health, has the goal of significantly simplifying the work of clinical teams via a digital product which standardizes treatment excellence. As the Lead Brand and Digital Designer, I have been assisting Kumi accomplish this vision since March 2021.
In the initial process, I designed the visual foundation and created the brand design; consisting of the logo, color scheme, and typography. Following this, the digital brand presence was optimized for all relevant channels and the website was fundamentally redesigned.
Since the beginning, I established basic structures for an efficient design system – transparent, flexible and geared towards dynamic growth. It allows Kumi every opportunity to achieve its ambitious goals.
Through the lively yet professional color concept and charismatic typography, Kumi conveys its values to the outside world. The logo with the constant green Kumi K, along with its flexible variants, shape a recognizable and authentic brand image.
The brand colors are used flexibly within the web pages and can change, depending on the type of content or narrative form. This individually highlights the respective sections. All building blocks of the website can be variably placed on the three backgrounds: Mint, Slate, or White – which offers countless possibilities when building the pages.
The design language is most harmonious on a blue background with the interplay of all brand colors. Through a playful approach to the abstracted Kumi Design Pattern, the brand is additionally enhanced and the design element is deliberately woven into the building blocks.
In addition to the new website, other design elements were created that convey Kumi's specific brand look with their communication goals. Thus, a holistic branding has emerged from the digital, which has been adapted then further developed for all relevant channels.
The Design System
Behind all these designs, is a sustainable design system which ensures that the brand develops and grows consistently and efficiently long-term. The brand, web, and app areas are significantly different, yet all culminate on the same foundation.
For collaborative working and efficient onboarding, attention to detail was made since the beginning. This was with transparent documentation of the underlying structures in Figma, as well as the design language and all associated elements.
Besides the continuous development of the brand and website, the next exciting project will revolve around the redesign of the digital product that is already used by clinical teams. This will involve getting to know Kumi's conditions of use on the ground, as well as developing a customized product for the target group, and usage scenarios in terms of function and design.
- Kumi health
- Creative Direction
- Finn Fischer
- Brand & Digital design
- Finn Fischer