The ask was to create a hub for Apple’s growing Health features across their product range, and with it, a new identity that didn’t feel overly bogged down by metrics. It needed to feel more human, easily digestible, and distinctly Apple.

Below is a showcase of the journey to get there, focusing on what worked and what didn’t.

apple.com/health

Rich in color and full of icon/UI elements, a great starting point for the look of the page was the Health app itself. Distilling these elements into a color palette and then into categories set the foundation of the creative.

Photography played a big role in making the content feel more human and approachable. Previous health pages were very product, metric-heavy in the design. It felt more like we were speaking to medical professional rather than customers. Wrapping the information around photography as part of the Art Direction helps topic seem more approachable. 

Illustration is way to help soften content that could feel very information dense. It’s used a lot throughout the Health App, so it made sense to investigate whether this could be one of the visual components.

Bringing the elements together felt like something fresh and more human, but it didn’t really feel like Apple. In a bid to do something approachable, less techie, and more human… something a little different, we actually created an identity that felt too generic and not really Apple at all.

So we decided to go back and look at what was distinctly Apple, the Health app. The gradients, the icons, and the simplicity of the UI. That, combined with photography and Apple products, felt like an identity that wasn’t too serious. It was more human than previously health pages.