Ciitizen

Background

As part of a bold rebranding initiative, Ciitizen set out to transform its brand identity. A trailblazing service in cancer healthcare, Ciitizen is dedicated to reshaping how patients manage and engage with their health records. By streamlining access to personal health data, it empowers individuals to make informed decisions about their care and actively participate in advancing medical research. Not uncommon for a start-up, the previous Ciitizen branding took a back seat to the product offering itself, and we set out to bring visual clarity in direction and differentiation.

Solutions

We began the identity redesign with a refreshed wordmark, a clean, bold evolution from their previous mark that reflects Ciitizen’s cyclical nature, where individuals fuel the community and the community supports the individual. The identity was built upon with a bold color palette that is radically differentiating in the healthcare space and a custom display typeface inspired by the patients themselves. With a brand focused on empowerment and understanding, the refreshed brand underscores Ciitizen’s unwavering commitment to putting data control back in the hands of individuals.

Post rebrand, Ciitizen was acquired by leading medical genetics company Invitae for approximately $325 million.

Credits: Mayra Payne (fellow designer & custom typeface), Melody Melamed (photography)

PROJECT TYPE
Branding & Identity
Logo Design
Illustration

STUDIO
Big Monocle