MAYTES
DESIGN DIRECTION
ART DIRECTION
BRAND IDENTITY
BRANDING
AI GENERATION
3D VISUALISATION
PRODUCT DESIGN
EXPERIENCE DESIGN
DESIGN DIRECTION ART DIRECTION BRAND IDENTITY BRANDING AI GENERATION 3D VISUALISATION PRODUCT DESIGN EXPERIENCE DESIGN
CHALLENGE:
Alternative healthcare has become a sea of sameness. Brands speak clinically, look interchangeable and rarely reflect the real experiences of the people they serve. The opportunity was to build a more human, distinctive brand that transforms every touchpoint into a moment of reassurance, empathy and positive change.
SOLUTION:
The solution was a cohesive design system that translated Alternaleaf's strategy into every brand interaction. Built around the idea of the turning point, the signature twist evolved into a more expressive graphic device, giving the brand a flexible visual language that captures moments of change throughout the patient journey. Every element of the system was refined for function, expanding the colour palette for accessibility, strengthening typography for clarity, and optimising digital applications for usability. The result is a distinctive, human-centred identity that feels as innovative as the care it provides, creating a consistent experience that builds trust at every touchpoint.
Outcome:
Alternaleaf transforms healthcare into an experience that feels more human, reassuring and intuitive through a cohesive design system built around moments of positive change. Guided by accessibility, clarity and emotional storytelling, the identity uses colour, typography and the evolved turning point graphic to create a seamless journey across every touchpoint. The result is a distinctive brand that reduces friction, builds trust through every interaction, and establishes a new standard for how alternative healthcare can look, feel and perform.
