TriCan Health
Brand Design for an Early-Stage Health Startup
TriCan Health
Art Direction & Design | Freelance | Made in 2022
TriCan Health is an early-stage startup connecting pancreatic cancer patients to doctors and clinical trials. The founders Kimya & Mike Harris needed a strong brand identity to support early fundraising while also building trust with patients navigating complex healthcare decisions.
As the sole designer and creative lead, I partnered directly with the founders to define brand direction, design the logo, and establish a visual system. I also provided strategic guidance for the website and extending brand language to ensure consistency across all brand and web materials.
The final design gave TriCan Health an intentional presence. It provided the founders with a credible foundation for investor conversations and established a brand that is structured, trustworthy, and human for patients seeking trial access.
Final Logo Design & Business Cards
To kickoff the project, I began by creating two moodboards with the client: one rooted in soft forms and cool tones, and another grounded in angular geometry and structured warmth. Through developing visual vignettes across the two directions, we aligned on a style that balanced both of them to move forward with.
Prism & Vertex Moodboards
From there, I started an extensive form study, exploring approximately 60 variations of triangular intersections and colors. The triangle became a structural metaphor for TriCan’s ecosystem: patient, physician, and clinical trial working in coordination. The final interlocking mark communicates connection and balance rather than hierarchy. I paired the logo with the font Gilroy to introduce a clean, modernist human touch.
Form Studies
Cutting Room Floor Explorations:
Other Works
