In early 2022, at Tia we recognized the need to evolve its brand identity to reflect the company's newly minted "whole woman, whole life" vision. To achieve this, we brought on an in-house interior design team to upgrade the look and feel of Tia’s spaces. Following this, we hired a women-led team from the branding agency, Athletics, to bring the new brand to life. The next few months were full of collaborative work sessions, user research and feedback sessions, and many conversations about Tia's identity over stacks of materials and samples.

Tia’s new brand colors use warm and earthy tones inspired by nature to help patients feel calm and comfortable. New soft, tactile materials make women feel welcomed and immediately at home. Soft curves were added wherever possible to reflect the natural curves of our bodies. New typographic choices and fonts highlight Tia’s clinical expertise and feel both trustworthy and timeless. The new photography style celebrates real human bodies in all shapes and sizes. The suite of brand patterns connects the dots between art and science. We also created new welcome murals that were co-created with Tia providers to showcase their creative side. Last but not least, we designed a new logo that feels modern and mature but has a lowercase "t" to keep things conversational and approachable.

Press

Print Magazine
Under Consideration
Abduzeedo

Awards

London Creative Communication Awards,
Honorable mention in Graphic

International Design Awards,
Honorable mention in Brand
Honorable mention in Web Design
Honorable mention in Interface Design

The Team

Allie Ball, Project Lead & Creative Director
Akansha Kukreja, Assistant Creative Director
Lina Yeh, Producer
Liz McGuirl, Designer
Tessa Millhollin, Designer
Megan Baldwin, Writer

Branding Agency Partner, Athletics
Illustration Partner, Maria-Ines Gul
Development Partner, DataArt