Designing for Trust — Company and Product Logos
Concept & Strategy: Ariosa is the company, and Harmony is its product. The Ariosa logo was designed to be technical yet approachable—optimistic, precise, and trustworthy. The "A" subtly references a navigational tool, the sextant, symbolizing guidance and discovery. The Harmony logo embodies intelligence, nurturing, and optimism. Both logos incorporate an asterisk with a multi-faceted meaning: a future child, test results, and a droplet of blood—reflecting the simplicity of the test’s blood draw. The goal was to establish trust with both expectant parents and investors, a success reflected in the company’s growth.
Social Media Branding
Objective: Companion social media designs were created, with the parent company targeting healthcare professionals and the product brand primarily focusing on patients—while still providing valuable information for professionals. This dual approach ensured messaging remained relevant to each audience, maintaining professional credibility while fostering patient engagement and trust.
Brochures for an International Audience
The Challenge: The brochures were translated into dozens of languages worldwide, requiring a flexible style guide to accommodate linguistic differences. Challenges included typeface variations, particularly for right-to-left languages, necessitating alternative font choices. To ensure accuracy, international proofreaders reviewed translations before printing.
Democratizing Information to Earn Trust
Approach: The website was designed to serve both patients and healthcare professionals. Instead of completely separating the two audiences, patients were given access to the same information as healthcare professionals—without oversimplification. This approach fostered trust and autonomy, ensuring that customers felt informed rather than overly marketed to, ultimately strengthening engagement and decision-making.