Athletics renames Tia, the network for women’s health care

A new identity appears to reflect Tia’s maturation from a chat-based app to a holistic personal and virtual care network for women.

Athletics has created a new identity for women’s healthcare network Tia, which aims to reflect its growth from a chat-based app to a more holistic in-person and virtual healthcare provider with a more “mature” visual and verbal identity.

Tia was founded in 2017 by founders Carolyn Witte and Felicity Yost to address the medical needs of women in the US: “a long-ignored, painfully neglected segment of the healthcare population,” says Athletics. The name comes from the Spanish for “aunt” and was meant to personify the voice in which the service’s users speak, explains Tia VP of creative Allison Ball.

However, since its inception, Tia has moved beyond acting as a “WebMD-esque texting platform” to provide in-person and virtual care, expanding to reach a broader demographic than the original younger Millennial and Zoomer. -audience.

Athletics was brought in to refresh Tia’s identity and worked on research, strategy, art direction, brand identity and brand voice. The brief asked the studio to create a visual and verbal identity that would reflect Tia’s new role and appeal to a wider audience “while retaining the friendly persona that defined Tia from the start,” says Athletics.

In line with Tia’s original app-based service, the existing color palette was digitally oriented with brighter colors centered around a neon “Tia pink,” Athletics explains. In the new identity, the pink remains – for accents throughout the identity – but is integrated into a warmer, earthy palette of cream, terracotta, poppy and raspberry tones. Another range of colors includes pistachio, gold, white and black.

A major change was the update of Tia’s wordmark as part of a strategy “to raise the perception of clinical competence”. Athletics swapped the capital “t” for a lowercase one; changed the “a” from a single to a double letter and smoothed the spacing to improve readability and to draw attention to the “one quirk” of the pink dot of the “i,” explains Athletics.

New fonts were chosen to convey both “editorial gravitas and grad-school competence,” Athletics says. Inferi, a contemporary take on a 17e century Garalde font is used for headings, as opposed to a “functional” sans-serif font called Basis Grotesque for body text and subheadings.

A graphic device of a curved line, both still and animated, represents the “personal” journey of healthcare, where “no two journeys are the same,” says Athletics.

“Each has its own unique twists, moments of clarity and moments of frustration. Tia’s linear graphic treatment is a subtle way of acknowledging this truth. Combined with text, it helps Tia tell an open, honest story about the non-linearity of modern medicine – a story many healthcare professionals would rather not tell,” added Athletics.

Another detail is graphical patterns in pink and orange that come from microscopic images of healthy breast and uterine tissue, “indicating that we want to be ‘science-based’, Ball explains. These are used in graphics for web and social media, as well as on eye-catching tote bags.

Tia’s service integrates primary care, gynecology, mental health, and wellness, meaning copy focuses on the idea of ​​a service that treats the “whole” woman.

A series of illustrations by Maria-Ines Gul introduces each area on the website, while new photography featuring Tia members celebrates “real women’s bodies,” says Ball.

The identity has been applied to physical and digital elements alongside new clinic interiors by Tia’s new in-house interior design team.

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