Clarus Health App's heart lies in a deeply personal story of resilience and innovation. Founded by Sami Mikati, a father navigating the complexities of his daughter’s severe illness, Clarus emerged from London, UK, as the answer to a glaring need. The challenge of managing fragmented medical records sparked a transformative idea: an AI-driven tool that simplifies health data organization and empowers users to become proactive advocates for their health and that of their loved ones.

Clarus is built for caregivers, especially women aged 45–60, who often find themselves balancing their health demands alongside their children's or aging parents' needs. Sami envisioned Clarus as more than an app; it would be a lifeline, a trusted companion that merges cutting-edge technology with heartfelt empathy. His determination to create something meaningful set the foundation for a brand poised to revolutionize health advocacy. When Clarus reached the pivotal stage of moving beyond its Minimum Viable Product (MVP), Sami knew the app’s success hinged on more than its functionality. Clarus needed a brand identity that captured its mission and soul to resonate with caregivers and health advocates. The MVP, developed in collaboration with a UX/UI expert, provided a strong foundation, but the emotional and visual storytelling required a new level of care. Sami’s vision was clear: he wanted a brand as sophisticated as it was inviting, exuding trust, warmth, and innovation. He sought a partner who could bring this vision to life, a designer capable of translating his story and purpose into a visual language that would set Clarus apart in the health tech landscape. Sami’s clarity and passion positioned Clarus not just as a product but as a movement to redefine health advocacy through empowerment and connection.

Visual Identity

In week two, I presented two distinct creative directions through mood boards. Each board offered a visual narrative, blending potential color palettes, typography, and design elements. Sami’s feedback was instrumental in refining the chosen direction, setting the stage for deeper creative development. Over the following weeks, logo concepts took shape alongside brand illustrations and visual elements that reflected Clarus’s core purpose. Sami’s active involvement ensured every detail resonated with his vision. By week four, the result was a cohesive brand identity that seamlessly blended functionality and emotion.

In week two, I presented two distinct creative directions through mood boards. Each board offered a visual narrative, blending potential color palettes, typography, and design elements. Sami’s feedback was instrumental in refining the chosen direction, setting the stage for deeper creative development. Over the following weeks, logo concepts took shape alongside brand illustrations and visual elements that reflected Clarus’s core purpose. Sami’s active involvement ensured every detail resonated with his vision. By week four, the result was a cohesive brand identity that seamlessly blended functionality and emotion.

The final brand identity positioned Clarus as a leader in health tech, striking a perfect balance between sophistication and approachability. At its center was a logo designed to tell a profound story. Two hands reaching toward each other symbolized connection, support, and unity, inspired by Michelangelo’s iconic "Creation of Adam." The individual hands form an abstract “C,” representing creation, consciousness, and completion, while the negative space between them creates a subtle dual-sided speech bubble, underscoring communication and understanding between caregivers and medical professionals. Additional design elements infused into the logo icon include wing-like structures for the fingers and finger framing for the positioning of the hands—added layers of meaning, highlighting freedom, growth, and clarity.

The other components of the brand's visual language are equally intentional. The color palette featured soothing greens, earthy browns, and calming blues evoked trust, balance, and reassurance. Forest Green represented health and restoration, while Brown Sugar added warmth and approachability. Typography choices combined the nostalgia of Recoleta’s rounded serifs with the practicality of Inter’s sans-serif, achieving a comforting and contemporary balance. Hand-drawn illustrations inspired by children’s doodles honored Sami’s daughter and infused the brand with a personal, emotional touch.

Putting Health In Good Hands

The Clarus brand identity transformed the app into more than a product; it became a symbol of trust and empowerment for caregivers. Sami’s reaction to the logo’s initial concept captured the moment perfectly: “It reminds me of a luxury designer, Bottega Veneta. Great job!” This sentiment spoke to the brand’s ability to elevate Clarus to a level of sophistication and reliability that mirrored its mission.

With the polished brand identity in place, Sami’s vision for Clarus became a reality. The Clarus App is now positioned for a confident launch, ready to empower caregivers and health advocates to manage and understand their medical data with ease and clarity. Sami’s vision, paired with a thoughtful and strategic brand, has created a transformative AI-driven tool that sets a new standard for health advocacy and care.

- Sami Mikati, Founder, Clarus Health