Background

Ava Industries is a HealthTech company specializing in electronic medical record (EMR) solutions for medical clinics. As a SaaS provider in the healthcare technology space, Ava combines medical expertise with modern software design to deliver a system that supports physicians and enhances patient care.

The Problem

Ava EMR approached us with a clear challenge: while their electronic medical records system was advanced, user-friendly, and thoughtfully designed by doctors, for doctors, their outdated brand and website didn’t reflect this reality.

In short, their digital presence was holding them back: the brand and website didn’t align with the innovation and care that had gone into their product.

BRand refresh

Delivering a refreshed brand for Ava's doctors-for-doctors brand and website.

Brand Refinement

Ava’s content is medical in nature, but their approach to software is anything but traditional. For this reason, we wanted to balance an air of medical professionalism with a fresh, vibrant look. This rebrand includes:

  • Selected a color palette designed to evoke both innovation and wisdom, helping Ava EMR stand out in a crowded market.

  • The color palette was strategically selected for its contrast values, allowing for ease of use while charting. By creating a color scale for each brand color, we were able to maintain brand consistency while offering a wide assortment of colors not only for branding materials, but also for the hovers and color changes used in digital mediums.

  • Introduced soft gradient backgrounds to add calmness and depth, reinforcing trust while signaling innovation.

  • Designed a brand pattern to build consistency and memorability, giving Ava EMR a distinctive visual identity within the medical space.

Logo

The brand’s name is written in title case to humanize the name, granting it an approachable but professional look. The logo mark is formed by a spiral of abstracted shapes resembling fluttering papers—symbolizing client files and data—in a scale of the brand’s primary purple to create a sense of movement. The logo comes in both horizontal and vertical orientations, allowing for versatility across mediums and layouts.

Website Strategy

Because Ava’s platform is a SaaS product, the website strategy was focused on simplicity and clarity rather than sheer scale. The goal was to communicate value quickly, build trust, and make it easy for potential customers to understand the product.

Strategy

Ava needed a website that was mobile-responsive, easy to maintain, and highly performant. We structured their CMS in a user-friendly and accessible way, with clear labeling, helpful guidance, and instructions throughout to make content management straightforward.

  • We recommended the use of NextJS for the site’s framework

  • Sanity as a lightweight headless CMS

  • It was of utmost importance to us to structure their data in a way that was not just simple to use, but also easy to maintain.

Site Achitecture

Home

Platform

Pricing

About Us

Updates

Contact

Resources

Design Solutions

How do we clearly communicate the platform’s value?

Solution

Potential users need to immediately understand what the product does and how it helps them. Without a clear overview, the site risks losing interest before the value is communicated.

We designed a concise informational page that highlights Ava’s core features, while much of the design abstracts the interface’s graphical elements, offering a sneak peek at the software’s functionality without overloading the viewer with screenshots.

I created web animations using Rive.app. Through use of animations, the website highlights EMR use cases, showing how Ava streamlines workflows for doctors while creating ease for patients.

How can we avoid pricing confusion and build trust?

Solution

SaaS users often hesitate when pricing is hidden, complicated, or hard to compare. If customers can’t quickly see what they’re committing to, they may leave the site without converting.
Solution: We implemented straightforward, transparent pricing that is easy to understand at a glance. This reduces friction, builds trust, and supports faster decision-making.

How can we show that the platform is active and evolving?

Solution

In the competitive EMR SaaS space, prospects want to know the product is current and continuously improving. Without visible updates, customers may question credibility.

We added a resource hub where Ava can share product updates and EMR-related insights. This positions the brand as a thought leader while reassuring customers that the product is actively maintained.

Background

Ava Industries is a HealthTech company specializing in electronic medical record (EMR) solutions for medical clinics. As a SaaS provider in the healthcare technology space, Ava combines medical expertise with modern software design to deliver a system that supports physicians and enhances patient care.

The Problem

Ava EMR approached us with a clear challenge: while their electronic medical records system was advanced, user-friendly, and thoughtfully designed by doctors, for doctors, their outdated brand and website didn’t reflect this reality.

In short, their digital presence was holding them back: the brand and website didn’t align with the innovation and care that had gone into their product.

BRand refresh

Delivering a refreshed brand for Ava's doctors-for-doctors brand and website.

Brand Refinement

Ava’s content is medical in nature, but their approach to software is anything but traditional. For this reason, we wanted to balance an air of medical professionalism with a fresh, vibrant look. This rebrand includes:

  • Selected a color palette designed to evoke both innovation and wisdom, helping Ava EMR stand out in a crowded market.

  • The color palette was strategically selected for its contrast values, allowing for ease of use while charting. By creating a color scale for each brand color, we were able to maintain brand consistency while offering a wide assortment of colors not only for branding materials, but also for the hovers and color changes used in digital mediums.

  • Introduced soft gradient backgrounds to add calmness and depth, reinforcing trust while signaling innovation.

  • Designed a brand pattern to build consistency and memorability, giving Ava EMR a distinctive visual identity within the medical space.

Logo

The brand’s name is written in title case to humanize the name, granting it an approachable but professional look. The logo mark is formed by a spiral of abstracted shapes resembling fluttering papers—symbolizing client files and data—in a scale of the brand’s primary purple to create a sense of movement. The logo comes in both horizontal and vertical orientations, allowing for versatility across mediums and layouts.

Website Strategy

Because Ava’s platform is a SaaS product, the website strategy was focused on simplicity and clarity rather than sheer scale. The goal was to communicate value quickly, build trust, and make it easy for potential customers to understand the product.

Strategy

Ava needed a website that was mobile-responsive, easy to maintain, and highly performant. We structured their CMS in a user-friendly and accessible way, with clear labeling, helpful guidance, and instructions throughout to make content management straightforward.

  • We recommended the use of NextJS for the site’s framework

  • Sanity as a lightweight headless CMS

  • It was of utmost importance to us to structure their data in a way that was not just simple to use, but also easy to maintain.

Site Achitecture

Home

Platform

Pricing

About Us

Updates

Contact

Resources

Design Solutions

How do we clearly communicate the platform’s value?

Solution

Potential users need to immediately understand what the product does and how it helps them. Without a clear overview, the site risks losing interest before the value is communicated.

We designed a concise informational page that highlights Ava’s core features, while much of the design abstracts the interface’s graphical elements, offering a sneak peek at the software’s functionality without overloading the viewer with screenshots.

I created web animations using Rive.app. Through use of animations, the website highlights EMR use cases, showing how Ava streamlines workflows for doctors while creating ease for patients.

How can we avoid pricing confusion and build trust?

Solution

SaaS users often hesitate when pricing is hidden, complicated, or hard to compare. If customers can’t quickly see what they’re committing to, they may leave the site without converting.
Solution: We implemented straightforward, transparent pricing that is easy to understand at a glance. This reduces friction, builds trust, and supports faster decision-making.

How can we show that the platform is active and evolving?

Solution

In the competitive EMR SaaS space, prospects want to know the product is current and continuously improving. Without visible updates, customers may question credibility.

We added a resource hub where Ava can share product updates and EMR-related insights. This positions the brand as a thought leader while reassuring customers that the product is actively maintained.