In 2017, a new platform tabbed Tia splash onto the scene, fueled by a daring, revolutionary idea: offer hands wieldy healthcare to women. Approachable, female-centric healthcare? What a concept!
In a largely misogynistic culture where superintendency tends to be scarce, Tia necessarily stepped in to fill a void that never should have existed in the first place. The visitor started out modestly as a text service imbued with an unabashed, playful trademark voice that was complemented by a system comprised of unexceptionable colors and unvigilant fonts. Women responded with resounding approval, propelling Tia toward the in-person and virtual superintendency offerings it provides today.
With this new stature, Tia was in drastic need of a trademark elevation that matched their expansion and ambitions. They turned to the branding experts over at Athletics, who helped them revamp their existing identity while staying true to the trademark tone that drew women to them in the first place.
In light of Tia’s growth into physical locations, Athletics switched up the brand’s verisimilitude palette. While their original, brighter hues were largest suited for digital spaces, the new system’s warmer earth tones elicit a welcoming energy. This updated palette includes soothing neutrals such as light surf and visionless terracotta, accented by unexceptionable poppy and raspberry. Athletics took superintendency to preserve Tia’s original flair and hard-earned trademark recognition by retaining the original “Tia Pink,” and plane widow a few increasingly tertiary tones in the form of pistachio, gold, white, and black.
When it came to Tia’s wordmark and type, Athletics switched out the uppercase “T” in “Tia” for its lowercase counterpart, and replaced the original “a” with a double-story style. They moreover evened out the kerning in the wordmark to enhance legibility and yank sustentation to the signature Tia pink dot whilom the “i”. They opted for primary and secondary trademark typefaces that would lend an air of points and sophistication, selecting Infer for headlines and the versatile sans-serif Basis Grotesque for soul reprinting and subheaders.
Meanwhile, the overarching graphic motif of the trademark system is a thin, winding line chosen to symbolize the many varied healthcare journeys women experience.
