Ada Health is a digital health company that helps to diagnose symptoms and offer treatment advice using an AI-enabled app called Ada. Built by doctors and scientists, Ada’s medical AI simplifies healthcare journeys and helps people to take better care of themselves. As part of a beta launch to help secure additional investment capital, Ada Health engaged KBS Albion to take the AI-powered diagnostic engine from their existing doctor-facing tool and develop a new brand and a global consumer product.

I led the brand design, assisted in naming, and supported the visual design.

The symbol is comprised of shapes suggestive of cells, mitosis, and neural networks and the overall circle shape represents the world and Ada’s global ambition. The custom wordmark, with it’s circular forms, complements the symbol and alludes to the familiar “typing awareness indicator” found in messaging applications. The addition of pointed spurs references messaging text bubbles. Together the symbol and wordmark effectively convey the medical precision and conversational quality central to the Ada brand.

Type plays an important role and two complimentary faces are employed to varying degrees. The serif face is professional and authoritative while the sans-serif is casual and personable. This approach creates a clear hierarchy gives a distinct visual voice to Ada and to users.

The app features an intuitive interface and conversational symptom assesment tool. The experience is straightforward with Ada guiding users through a series of questions to assess symptoms, offer possible causes, and surface relevant medical information.

A shifting gradient sits behind the assement dialogue. As the user moves through the assessment the background lessens and, when results are in, is removed completely. This transition represents the user’s shift from feelings of fear and confusion to understanding and clarity.

The beta brand provided sound thinking and a solid visual foundation upon which Ada’s internal teams could build. Understandably, both the brand and visual language have evolved to meet Ada’s ongoing needs, but the essence of foundational decisions and principles remains intact.

It was amazing to find a partner who could help us with the long-term strategy as well as the short-term necessity of getting a product in market as soon as possible.

Daniel Nathrath
Co-founder and CEO

Next Project