Branding and Digital Case Study
Mile 5 Analytics
Logo, Business Card, Portal, App, and Deck Design
This leading healthcare SaaS customizes data-driven solutions to help organizations streamline operations and improve clinical outcomes. Mile 5 retained AJM to create a recognizable brand identity, bring a modern feel to healthcare branding, and execute it consistently across media.
While the old logo did not represent the evolution of Mile 5’s offering, the brand name holds significance to the founder, with numbers and letters that nod to family members and the Indy 500. It was important that the brand refresh respect these personal meanings while incorporating the company’s focus and appealing to target hospital stakeholders.
Blue as Primary Brand Color
Popular healthcare industry color according to market research
Promotes feelings of loyalty and intelligence
Lends clear readability to brand mark
Vibrant, electric blue reinforces refresh
Sans Serif Fonts & Justified Text
Showcase the 5
Reflect tagline with minimalist arrow as directional element
Offset styled 5 for a modern take
Our next branding objectives were to identify a secondary color and expand the brand system.
Complements brand blue
Promotes comfort, fun, and relatability
Unique in healthcare tech
Motifs & Wallpapers
Chevron background echoes brand mark arrow and underscores directionality
Gradual increase in opacity generates sense of movement and preserves logo legibility
Brand mark bleeds off page for consistent offsetting
The goal of the client portal redesign was to create a sleek, easily navigable interface and branded user experience.
Charcoal as Additional Secondary Color
Shade makes blue and orange pop
Increases legibility and sophistication in busier design
Simple header with callout stats
Gridded layout with clear titles
Icon style evokes brand mark
Rounded rectangular forms for circular aesthetic
We introduced brighter blue, yellow-orange, and lighter gray as tertiary colors to lift and vary the palette. I handed off designs to my app development partner with specific instructions on animation, functionality, and branding specs.