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Buoy Health
A better way to bounce back


Situation
The healthcare industry wasn’t keeping pace with technological change. Buoy, an AI-assisted symptom-checker, changed that with their free, easy-to-use app. It not only identified with 97% accuracy what was making you sick, but it recommended what to do next and where to go for help. The real challenge was in changing consumer behavior and mindsets regarding online medical support.
Solution
Everything about the brand needed to feel not just human, but super-human. The brand captured the founders’ deep sense of purpose to change the trajectory of human health, while the voice sounded like your neighborhood doctor. We designed a visual identity ripe with rounded, human forms and free-flowing lines that carried the user along the journey to health.


Illustration style
Playful gestures in the logotype helped create a unique, ownable illustration style. Each illustration in the system had its own special twist. The continuous line style speaks to the customer journey – and the continuous support Buoy provides from sickness to health. The softness of the forms helps them feel.

“The design created by Pencil Worx has been game-changing for our business.”
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Andrew Le, MD, CEO & Co-Founder at Buoy Health

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