I’m excited to share some of our recent branding work with you! In our partnership with the Halcyon Incubator, we’ve found a lot of the Opportunity Intensives fellows depend on us just as much for branding and developing their company’s identity, as they do for pitch decks. It’s been a lot of fun helping companies – in such a wide variety of industries – pin down and define details of company identity and mission that are often quite ephemeral, amorphous, and instinctual. For many entrepreneurs, so much of identity can be difficult to put into words, let alone then translating those words into a visual form.

As part of that effort, we’ve spent a lot of time developing brand guides! Thankfully one of the companies we’ve been working with has graciously allowed us to share their brand guide here, to illustrate some of the work we’ve been doing together. (Naturally, certain proprietary information has been removed!) Thus I’m excited to introduce you to Mohamed Kamara and his company, InovCares!

InovCares Founder & CEO Mohamed Kamara

Mohamed Kamara, Founder & CEO of InovCares

InovCares is bridging vital gaps in obstetric healthcare for women of color by providing culturally competent health management, telemedicine, and coordinated care. This is such an important initiative, as pregnancy related death occurs 3.3 times more often for African American women, the vast majority of which are preventable. Mohamed and the InovCares team are doing everything they can to change that, improving the lives of women and their newborns.

We’ve been working with Mohamed to refine, streamline, and consolidate their branding, while repeating as little work as possible. Entrepreneurs are busy; whatever resources they already have are precious! We didn’t want to reinvent the wheel, but rather, make the wheels they already have run more smoothly & efficiently through micro-targeted changes. To that end, I did a thorough review of their established design assets, seeking to make as few changes as possible to bring it all together in a cohesive vision.

Before introducing their brand guide, we’ll start the gallery with a selection of colors I found after examining their current assets. You’ll then see the new and improved brand guide, which includes a variety of new taglines to target their various customers & stakeholders, a new color scheme, typography guidelines that will save them money in font license fees, and plenty of new design assets edited to suit their branding. That last bit is a great example of why I love working with early stage start ups: when you’re operating with limited resources, you have to get extra creative! Most entrepreneurs can’t afford premium stock images, let alone expensive custom photo shoots perfectly styled to suit their color schemes. But a little careful work in Photoshop and ta da! It looks like they planned everything right down to the clothes and accessories. Take a look at the gallery and you’ll see a Doctor wearing teal earrings, a woman modeling an InovCares t-shirt, and a beautiful expectant mother in a stylish teal jumpsuit. All of that was created using royalty free stock photography and a little graphics wizardry. That jumpsuit? Once upon a time, it was gray!

As always, a big thank you to Mohamed and everyone at InovCares! I’m grateful not only for their important work on behalf of new mothers, but for allowing me to share some of our work here with you!

If you’d like to learn more about InovCares, please visit their website at www.InovCares.com. If you work in the Healthcare industry, please reach out if you can help them in any way. They’re a wonderful team doing vitally important work.

If you’re an early stage start up in need of branding, marketing, or pitch deck help, please feel free to contact us! We look forward to working with you and learning more about your new company!