Website Design for Healthcare, Technology

Halite Medical is a health-tech startup improving emergency medicine through AI. Their platform connects vital patient data in real time, helping both civilian and military teams make faster, better decisions in critical situations. When they came to me, they had one thing ready: their logo. Everything else—from colors and typography to accessibility standards—had to be defined from scratch.

Project Goals

The main goal was to create a clean and easy-to-follow brand guidelines document. It had to support both digital and print applications, match their existing tone (tech-forward but medical-safe), and fit within a 10-page limit. They also wanted guidance on how to use the brand visually in a way that worked for both military and civilian communication.

Key objectives:

• Build a foundational brand identity starting from the logo

• Define colors and type that work for real-world usage

• Ensure all design elements meet accessibility standards

• Create a document simple enough to use, but solid enough to grow with

My Role

I led the entire design of the brand guidelines. From color palette testing to font hierarchy and layout rules, I built the system from the ground up. I worked closely with their internal team to get feedback, refine decisions, and make sure every section was practical and not just for show.

Design Approach

Logo-First Direction
We started with the logo—featuring a lambda symbol (Λ) inspired by Spartan shields and scientific precision. That gave us a strong foundation to build on. I used its bold lines and tech feel to guide the visual style of the rest of the document.

Color Palette + Expanded Shades
The primary palette included Atomic Tangerine, Cerulean, Asparagus, White, and Black. I expanded this with a full tint and shade range (50–900 steps), providing flexibility for backgrounds, icons, charts, and UI. I tested combinations to make sure they met WCAG 2.1 standards, and I included multiple examples in the guidelines for easy reference.

Font System
We selected Roboto for its versatility and clarity. I built a type scale using a major third progression, starting at 20px base size, with each size tailored for different content types—from H1 headlines down to legal disclaimers. Spacing and hierarchy were defined for consistent readability.

Accessibility Focus
Every color combination was tested for contrast. I included a section specifically on accessible color pairs, pointing out which combos to use (e.g., text 900 on background 100) and which to avoid. These examples gave the Halite team confidence when designing web pages, UI elements, and documents for diverse audiences.

Challenges & Solutions

Fitting Everything in 10 Pages
We had to prioritize clarity over volume. I used side-by-side layouts, simple callouts, and visual examples instead of long text blocks. Every inch of space had to work, and I avoided over-explaining.

Serving Two Audiences
The brand had to work for both military contracts and civilian healthcare. To balance that, the color and type choices stayed neutral but modern, avoiding anything too cold or too trendy.

Building for Growth
Even though it’s a short doc, I designed it with flexibility in mind. The team can now expand the brand in the future—adding templates, design assets, or UI rules—without needing to reinvent the foundation.

Deliverables

• A 10-page, print-ready PDF brand guideline

• A clear and tested color system, including accessibility notes

• Logo usage and misuse documentation

• Typography rules with hierarchy and sizing

• Expanded palette tints and contrast pairings

• Clean, editable layout for future updates

Results

Halite Medical now has a strong visual base to work from. The brand guidelines help them stay consistent across all platforms, whether it’s product interfaces, investor decks, or printed materials. It’s easy to use, focused on real-world application, and already in use across multiple departments and vendor teams.

This was a great example of turning one single logo into a complete brand identity—fast, focused, and accessible.