I led brand design, logo design, and product design for a pre-seed, health-tech startup called Dorsal Health, later rebranded to Paceway Health.

Generally speaking, healthcare is difficult to navigate and filled with anxiety. Dorsal Health provides users with easy-to-use, accessible, and affordable medical help geared towards improving chronic pain and musculoskeletal (MSK) issues.

Role:

Brand Designer
Product Designer
Art Director
Product Manager

Problem

Chronic pain and musculoskeletal disorders represent the second largest source of medical spend in the US. Patients struggle to find relief in a disjointed system—they often don’t know where to turn for help. The severity of chronic pain and the confusion around the process contribute heavily to the opioid epidemic. It’s a result of a lack of access and uneducated users.

Opportunity

Healthcare is expensive. Insurance is confusing. Chronic pain specialists are hard to access. Appointment availability can be inconsistent, and it can be hard to get a second opinion. Users often don’t feel empowered or in control of their healthcare. They don’t know where to turn, and they often don’t know that they can help themselves. Dorsal Health responds to each of these pain points.

Business Hypothesis

Leveraging the power of virtual technology, users are assigned to a care team consisting of a doctor, health coach, and physical therapist. This care team works together with their patients, and patients can message their care team anytime, 24/7. Virtual appointments are always available within 2 days, and patients who live in health deserts can gain access to world-class care. Through a monthly subscription model, Dorsal keeps costs transparent, low, and flexible to users’ needs.

Solution

Design a product and a service that puts patients in control of their healthcare. Provide resources for patients so they can educate themselves outside of appointments. We allow users to schedule appointments, meet with a care team including 24/7 messaging, check the status of their medication, and more. Patients also have access to mini-lessons where they can learn ways to improve their condition with a strong emphasis on physical therapy.

Fig 1—An overview of brand expression across a mobile app and progressive web app. Brand moments in product balance professionalism and trustworthiness with innovative and youthful touches.

Fig 2—The illustration style is dynamic, playful, and professional. We aimed to represent humans anonymously, as our customer base is diverse. We also wanted to represent our brand and the healthcare we provide with an optimistic, positive lens.

Fig A—Our internal EMR (Electronic Medical Record) system is stripped back, with a lighter, more straightforward UI. We allow clinicians to move quickly through our system.

Fig B—For social and advertising material, we leverage abstract shapes, bright colors, supporting text, and mostly anonymous human forms to communicate the notion of pain alongside a clear value proposition. Color and shape in ad and marketing material connect to the illustration style within the product.

Fig D—Paceway logo ideation took direct inspiration from medical logos. As a new startup on the scene, consumers have a familiar notion with some of these forms.

Fig E—Final Paceway logo takes direct inspiration from the previous Dorsal logo. Multiple pieces form a whole (P monogram), which is a direct nod to the multi-person care team the service offers. The concentric form creates interest but conveys holistic, layered care. And the circle shape makes a silhouette as a nod to the human element of healthcare.

Fig E—Key screens on the consumer-facing mobile app showcasing how brand and UI come together.