Aloquen
Industry
Healthcare
Role
Design Lead
Deliverables
Brand Identity & Collateral
Background
Aloquen provided innovative solutions for the healthcare industry. They were looking to pivot their business and relaunch as a completely new company.
My Role
I lead a team of strategists, copywriters, designers, and front-end developers to deliver a brand identity, collateral templates and assets, and the company’s new website.
Discovery & Research
Overview
The project began with a visual exercise to establish a common language. There were many stakeholders involved and each had varying degrees of familiarity with design and the process ahead. The references I presented were carefully selected to uncover how each person reacts to design. It was also important to understand how seniority and group dynamics affected personal preferences and opinions.
Impact
This alignment workshop set the framework for how to communicate and present visual solutions. It also became my reference point when I received feedback and critique from the client. It enabled fast and precise revision periods.
I studied over 50 companies ranging from direct to indirect competitors. This revealed a clear picture of what the visual standards their audience will expect.
The industry as a whole has a very distinct style. Through interviews, it became clear that the stakeholders wanted to find a differentiator for their visual brand. There was consensus that their niche had an aesthetic that felt sterile and cold. Visualizing the current landscape was an important step to understand how fundamental challenges might be solved.
Creating a matrix that explored different aspects of design helped visualize areas of opportunities and allow for deeper more technical conversations around design. These workshops and conversations gave me data to bring to our strategy team during internal workshops as we worked through overall brand positioning.
Visual Positioning
A strategic approach to expressing the brand’s core qualities through design style and tone.
Authority: Photography-led with structured editorial layouts; academic tone and scientific style.
Humanity: People-focused, interface-first, with bold, rounded elements and floating graphics for depth.
Utility: Minimalist and graphic-led with a futuristic aesthetic; photography is secondary.
Insights
Aloquen should stand out but retain a connection to the visual language of the industry. Branding should effectively communicate and establish trust between different types of audiences. It must appeal to decision makers, patients, customers, and users.
Impact
We completed this milestone with a deeper understanding of a complex and niche space. The stakeholders felt comfortable about giving technical design feedback. The whole group remained aligned and motivated about the long process ahead.
Design
Grounded in insights from the discovery phase, the initial design presentation introduced six distinct, data-informed visual narratives. Each direction revealed unexpected opportunities, encouraging stakeholders to move beyond personal preferences and embrace new creative possibilities.
By framing the work around narrative rather than aesthetics, we shifted the conversation away from subjective critique. Together, we evaluated each direction’s potential, discussing how visual design can be refined to amplify the story and reinforce the brand’s values.
Presentation
Visual Directions Round 1
Out of 6 presented directions the client selected the following 3 to push into round 2
Reception
Logo mark was well received but stakeholders wanted to spend more time exporing other possibilities
Feedback
Typography needed more iterations.
Push the motif further.
Presentation
Visual Directions Round 2
Simplifying shape and bringing colors closer to the competitive landscape
Reception
Round 2 made it clear that Rounded was the strongest direction. It was able to carry the narrative goals of the brand.
Feedback
Create options and alternates for the existing logo marks to touch upon the themes in a stronger way:
Unraveling data, Scale (efficient analysis of data at scale to achieve greater outcomes), Ecosystem (Aloquen is an ecosystem of technologies revolving around the gravity of highly sophisticated AI)
Round 3
In the third round, we focused on refining typography and exploring new ways to express the brand through logo marks and lockups.
This phase reflected the stakeholders’ growth—bringing together their industry expertise with a deeper understanding of design thinking and its impact.
Type Exploration
Through focused workshops, we worked closely with stakeholders to define the desired look and feel.
By exploring the history, style, and psychology of various type families, we identified font pairings that strengthen and elevate brand communication.
Logo Mark
Building on the visual positioning, the logo mark explores how form can embody the brand’s core narrative. Developed through workshops and conversations, these early black-and-white directions aim to distill meaning into minimal, versatile shapes.
From a wide range of studies, a select few emerged as strong candidates—each with the potential to anchor and expand a cohesive visual language.
Presentation
Logo Explorations
Additional Logo Mark Options
Selected Logo
Aloquen enables illumination of truth and solutions, sparking possibilities and uncovering insights.
Production
Website
Web design production
Presentation Template
Collateral
Brand Guidelines
With the brand finalized we began production of brand assets. At every point I continued to challenge the stakeholders and my team to explore ways to expand and strengthen the brand.
To be continued
This case study is currently being developed. Check back soon to see what happens next...
