Orderly Health is a Denver based startup that leverages AI and Machine Learning to automatically clean and correct healthcare provider directory data for accuracy. I worked with Orderly in their early days to develop brand systems to communicate their purpose of making healthcare more human and building real connection between data and people.

8 Funding Rounds closed

$2.2M in Series A Funding

6 Major Investors

I worked with the founder of Orderly Health, Kevin Krauth at Upsight. Kevin is an excellent product mind and was passionate about healthcare technology (He was the product lead of enterprise healthcare at Upsight).

Founded in 2015 as a patient navigation platform, Orderly Health built a text-powered, B2C concierge chatbot to answer everyday healthcare questions. We worked together on developing identity, branding and pitch decks to raise money and show a more inviting side to healthcare data.

In the process of developing the initial patient facing product, Orderly saw a challenge in the industry with provider data being flawed and in their words, "downright bad".

 In 2019, Orderly pivoted its business model to focus on improving the accuracy and reliability of provider directories for healthcare organizations and around 2021, Kevin called me back to help.

We wanted to explore a more enterprise and data-centric brand feel. A bit of a far-cry from the inviting patient-facing identity we had started with but something we thought might resonate more with medical providers and large companies.

Pretty quickly we agreed that the data-centric tone while perfectly clean and corporate, didn't strike the human and inviting tone Orderly wanted. We started down the path of exploring different creative directions which included going to a brighter palette and less use of classic big data imagery.

We knew that the brand had to feel more genuine and more human.

Orderly's business model focused on providers but we knew that providers were people to. We wanted to bring humans into the visual style in a way that felt hand-crafted and inclusive and most importantly, didn't just cast all healthcare professionals as smiling people in white coats.

I set out to create a design system that would help Orderly speak in one voice without always needing the logo or colors of their primary mark. A tool to bring together consistent branded elements, what I like to call "motifs" which included how humans were rendered, background elements and a custom, highly intentional icon library (even optimized in SVG for Slide decks).

In 2021, Orderly was ramping up sales, hiring and product development. They needed a lot of collateral quickly. I worked in weekly meetings with the leadership to develop slide deck templates, print flyer templates, UI/UX components for their product design system and even business cards with custom backs for an adding layer of thoughtfulness.