STAGE ZERO
Early cancer detection, made more accessible and more human. Stage Zero identifies the screenings each person needs. A care team makes sure they happen. They came to me for the brand, the design system, and the screens built on it: a foundation their small but mighty team could keep building on.
- Brand & Visual Identity
- Design System
- Product Design
- Website Design
Credible without being clinical.
How do you make cancer screening feel warm, human and calm, yet still credible enough to show the science underneath? After leaning on AI-generated design that seemed to always land too generic and clinical, they needed a designer to create something that could ride the line of both.
I was inspired by a sunrise and wanted to evoke hope about the future and peace of mind. Plum was chosen as the core brand color to tie in the significance of purple with cancer research. This was the grounding, reassuring color. The lime was chosen for the unexpected pop - a ray of hope. The typography also balanced scientific credibility of the editorial and sophisticated serif with the approachability and accessibility of the sans serif font. Through the imagery, I also wanted to pull in the importance of family history, nostalgia and a future worth protecting.
Display · Serif
Hedvig Letters Serif
Text · Sans
Plus Jakarta Sans
General UILayout, nav & controls
HealthCare, meds & vitals
HumanPeople, care & wellbeing
ScienceLabs, research & nature
DataCharts, metrics & tables
Benefits & MoneyCoverage, pay & perks
CommunicationMessages & contact
WayfindingMaps, arrows & direction
A foundation they can keep building on (even with AI).
The design system plays two roles. It’s utilized in the traditional way by a dev team pulling from figma to build from scratch. But it was also built with AI in mind.
As a young startup without a full-time designer on staff yet, they needed a system they could use to generate AI design. This system gives AI the specifics and guidance needed to avoid generic output and maintain a fine-tuned brand. I put a lot of care into these fine details, so the brand could still shine through AI generation.
A clear and calm path to better health.
Healthcare is well-known for outdated UI/UX and very poor customer experiences. It was a delight for me to create some very intentional and thoughtful product design for such a well-deserved industry. The Stage Zero Screening Plan flow is designed to educate and drive action, all without the overwhelm. It makes what is often a frustrating experience into one that is seamless.
Designed with care, to reflect the mission.
"The current site makes us look like a calculator. You take an assessment, you get a risk score. That's not the company anymore."
Stage Zero, brand intake
I did a redesign of the homepage to reflect the new brand. Now the website can explain the cost benefits of Stage Zero to a business, while also driving home the humanity of the product and the personal investment in their employees’ well-being.
