Illustrative case: E-health startup, Groningen — 2025

Brand identity, website and pitch material in six weeks

One system for brand, site and deck, ready before the round started.

UX/UI design & branding Digital strategy & fractional CTO Websites & web design Healthcare & wellbeing

Plate 20 · BRAND

6 wks from kickoff to brand, site and deck
2 pilot contracts with healthcare organizations
100 Lighthouse score
1 design system for brand, product and site

01 — The challenge

The product, a platform for remote wound care, already worked at one organization. But the site was a template, the deck a collection of screenshots and the brand consisted only of a name. Healthcare organizations and investors saw a student project, not a party to contract with.

The deadline was fixed: an investor round in seven weeks and two tenders at healthcare organizations that required a professional file.

02 — Our approach

A one-week Discovery Sprint set the positioning: for whom, which problem, why now, and which tone fits healthcare professionals and investors alike. From that came a brand identity: wordmark, color and type system, iconography and a design system in Figma and code tokens.

With that system we built the website (Next.js on Sanity, WCAG AA from day one given the healthcare context) and the investor deck in parallel, plus product mockups and a tone-of-voice guide for the team.

Six weeks from kickoff to go-live, with weekly reviews and a final presentation to the team.

03 — The solution

A brand that feels the same on the website, in the product and in the deck: calm, medically trustworthy and modern. A website with Lighthouse 100, a deck that opened the investor round and a design system the team can continue with on its own.

Within the quarter after go-live: two pilot contracts with healthcare organizations and a closed pre-seed round.