Brand case study · Eleos

One session at a time.

Eleos is a healthcare delivery startup that is significantly improving behavioural therapy. I created its full branding, from the new logo to the finishing touches of its brand book.

Role
Senior Brand & Product Designer
Scope
Full branding
Industry
Healthcare, behavioural therapy
Deliverables
Logo, visual language, marketing, website
The mission

The total package, made with love.

I was called for the “total package”: a full branding, from a new logo to a fresh visual language, marketing materials and a trendy new website, which I created with a lot of love and passion.

  • New logo
  • Visual language
  • Marketing materials
  • Website
  • Icons
  • Brand book
Old and new

From a light wordmark to a confident mark.

The old Eleos logo, a thin wordmark with a green circle behind the o, next to the new logo: a white lowercase eleos wordmark with a three-bar symbol on electric blue.
Old on the left, new on the right.
Vision, mission and values

Everyone gets the care they deserve.

Vision

At Eleos, our vision is simple: everyone gets the behavioral healthcare they deserve.

Mission

We’re on a mission to help more people with mental illness get well sooner by optimizing the quality and effectiveness of the behavioral healthcare they receive.

By doing this, we’ll play our part in solving the public behavioral health crisis by enabling access to quality behavioral healthcare, at a scale not currently possible.

Core values

  • Each behavioral health session is a precious opportunity to bring individuals a step closer to living a happier, healthier and more fulfilled and productive life.
  • We believe struggling with mental health-related issues deserve the best care possible.
  • We believe technology and objective data can empower clinicians and their patients.
Do’s and don’ts

One logo, always consistent.

The logo should not be misinterpreted, modified or altered. Its orientation, colour and composition stay exactly as defined, with no exceptions.

  • Never use the old version of the logo
  • Never distort the proportions or change elements relative to each other
  • Never add contours or change its colours
  • Minimum size: 160px in digital, 45mm in print
Brand book page on logo misuse: examples of what not to do with the Eleos logo, including the old logo, distorted proportions, added contours and changed colours, and the minimum size of 160 pixels or 45 millimetres.
Colour and type

Blue, cyan and night navy, set in Nunito.

Click a colour to copy its hex.

Primary font · Nunito, Light and Bold

Nunito Light

Nunito Bold

Secondary font, for body text · Assistant Regular

The welcome to the official brand guidelines of Eleos is intended to educate anyone responsible for creating internal or external communications with the Eleos brand, so every sentence reads clearly and calmly.

Logo in use

On cards, walls, phones and paper.

Two electric blue business cards with the white Eleos logo and translucent rounded bars.
A bright, modern meeting room with the Eleos logo on the wall behind a long white table.
A phone on a blue background showing the Eleos login screen with the logo and a cyan Next button.
A clipboard holding a Therapy Session sheet with the Eleos logo and blue and cyan rounded bars.
Website

Behavioral healthcare delivery, supercharged.

The website design follows the brand: a curved electric-blue header, round photography and bars that echo the logo. Scroll through the full designs below.

The Eleos website in a browser window on a blue curved background: an electric blue header with the headline and a circular photo of two people talking.
The full Eleos homepage design: a blue curved hero with a circular photo, trusted-by logos, an evidence-based care section, product features, benefits and a call to action.
Works in every setting
Understand the big picture
Text from voice
The infinite loop of care
Icon family

A set of friendly line icons.

Nine duotone icons in the brand colours, from certificates and CBT to conversation, care and growth, made to sit comfortably next to the logo.

Nine duotone line icons on white tiles: a certificate, a head labelled CBT, two chat bubbles, three hands around a person, a person with a laptop and a chat bubble, a hand holding two hearts, a person presenting charts, a puzzle head, and a person meditating with arrows pointing up.
Imagery

Real conversations, under a wash of blue.

Two women at a clinic desk, smiling, one wearing a lanyard, in a blue-toned photo with the white Eleos logo in the corner.
A therapist and a client talking in armchairs in a bright room, in a blue-toned photo with the white Eleos logo.
Two women talking across a table, one with glasses, in a blue-toned photo with translucent rounded bars and the Eleos logo.
Brand book & guidelines

Everything in one book.

Twenty-four pages that take anyone creating Eleos communications from vision and logo to colour, type, mockups, website, icons and imagery.

A stack of printed Eleos Brand Book and Guidelines in electric blue, on a night navy surface.
Eleos brand book, page 1 of 2401 / 24
Eleos brand book, page 2 of 2402 / 24
Eleos brand book, page 3 of 2403 / 24
Eleos brand book, page 4 of 2404 / 24
Eleos brand book, page 5 of 2405 / 24
Eleos brand book, page 6 of 2406 / 24
Eleos brand book, page 7 of 2407 / 24
Eleos brand book, page 8 of 2408 / 24
Eleos brand book, page 9 of 2409 / 24
Eleos brand book, page 10 of 2410 / 24
Eleos brand book, page 11 of 2411 / 24
Eleos brand book, page 12 of 2412 / 24
Eleos brand book, page 13 of 2413 / 24
Eleos brand book, page 14 of 2414 / 24
Eleos brand book, page 15 of 2415 / 24
Eleos brand book, page 16 of 2416 / 24
Eleos brand book, page 17 of 2417 / 24
Eleos brand book, page 18 of 2418 / 24
Eleos brand book, page 19 of 2419 / 24
Eleos brand book, page 20 of 2420 / 24
Eleos brand book, page 21 of 2421 / 24
Eleos brand book, page 22 of 2422 / 24
Eleos brand book, page 23 of 2423 / 24
Eleos brand book, page 24 of 2424 / 24

Flip through all 24 pages. Click a page to enlarge it.

Thank you

A big thank you to the awesome team at Eleos, who gave me the creative freedom and the delight to take this journey with them and walk them through the creative process, toward their business growth and success.