4YouandMe advocate for the sharing of health related data in order to improve the current healthcare system and reshape the way we view health conditions. Proxy helped the team develop a futuristic new brand.
Challenging the current doctor - patient relationship, 4YouandMe aim to provide people with the knowledge and awareness to take control and care of their own health, returning agency to the patient. We worked with the team to create a brand identity as unique as the company itself, marrying together unusual elements to communicate the paradoxes at the heart of their work.
How can being part of a data set benefit us as individuals? How can giving up information about ourselves bring us agency? How can tech, which often seems to efface the interpersonal, allow us to share with and help those around us? 4YouandMe is a deeply curious organisation which takes these questions as a starting point to revolutionise the healthcare system. The wordmark sets the semantics of community in the aesthetic of the digital, representing the worlds 4YouandMe brings together.
The organisation is interested in data gathered by wearables — communication at the level of heartbeats and fractions of degrees in temperature; the precise details and abnormalities that might tell us more about lesser known health conditions. This precision is communicated in the mark, with bespoke lettering made at Proxy. The uniformity of monolinear letters are offset by cut outs to represent the quirks of individuals that close monitoring reveals.
A trio of font families each bring their own accent to the identity, combining to create a brand that speaks of modernity and technology while retaining a sophisticated, scholarly feel. GT Flexa's carved ink traps create bold, characterful headlines, while Grenette's delicacy is reminiscent of traditional biology textbooks. GT America bridges American Gothic and European Grotesque genres, with its mono variant providing a technological accent to complete the system.
Organic plant life combined to represent natural human diversity. Surrealist renders to echo modern technology. Inspired by the fascinating intricacies of the natural world, botanicals are combined with technological structures which appear to grow and merge with each other to create something reminiscent of the human form.