Pathem RX
Pathem RX
Pathem RX
Brief
Pathem RX (within Daya Ventures incubator) is a FemTech startup specializing in personalized, AI-driven women's healthcare. To stand out in a growing market, they challenged us to bypass industry clichés like pink/red motifs or cold, sterile aesthetics. They needed a complete visual identity: logo, typography, brand book, and a flexible pitch deck balancing scientific credibility with a warm, user-focused presence.
Team
Fanny Gjergji
Frida Thornblad
Sofi Svensson
Role
Branding
Tools
Figma
Illustrator
Year
2025
Solution
We delivered a complete, premium brand identity that successfully positions Pathem RX as a FemTech pioneer. By replacing category clichés with a sophisticated deep purple and warm, glowing gradients, the new visual style balances scientific credibility with an approachable presence. Along with a comprehensive brand book defining the new name, typography, and graphic assets, we created a modular investor pitch deck. Featuring multiple slide variations in both light and dark themes, this high-fidelity system allows the client to seamlessly customize presentations for any audience.
Solution:
Solution:
Solution:
We improved the site’s accessibility by adjusting color contrasts for text, menus, and buttons to meet WCAG standards. The landing page was restructured to highlight the company’s products, while the knowledge section was given a clearer layout and a new search function.
For a visually lift of the content-heavy pages, we introduced a wave element from the logo as a recurring graphic detail, creating a more inviting and friendly feel. Throughout the project, we stayed true to the brand’s visual identity, using its colors in new ways — for example, darker tones for text and soft orange and lavender for decorative elements.
We delivered a complete, premium brand identity that successfully positions Pathem RX as a FemTech pioneer. By replacing category clichés with a sophisticated deep purple and warm, glowing gradients, the new visual style balances scientific credibility with an approachable presence. Along with a comprehensive brand book defining the new name, typography, and graphic assets, we created a modular investor pitch deck. Featuring multiple slide variations in both light and dark themes, this high-fidelity system allows the client to seamlessly customize presentations for any audience.
We delivered a complete, premium brand identity that successfully positions Pathem RX as a FemTech pioneer. By replacing category clichés with a sophisticated deep purple and warm, glowing gradients, the new visual style balances scientific credibility with an approachable presence. Along with a comprehensive brand book defining the new name, typography, and graphic assets, we created a modular investor pitch deck. Featuring multiple slide variations in both light and dark themes, this high-fidelity system allows the client to seamlessly customize presentations for any audience.
Process and
learnings
We used stylescapes and user testing to validate that our design met Pathem’s core values. This project reinforced the power of data-driven design over pure intuition. We learned that breaking industry clichés requires a strong structural grid, and that delivering a modular, component-based pitch deck gives startups the long-term autonomy to scale their own storytelling.
Process and learnings
Process and learnings
Process and learnings
We worked closely with the client, using regular check-ins for fast iterations. Balancing accessibility with a strong visual identity while designing a system for product and article cards was a rewarding challenge.
We used stylescapes and user testing to validate that our design met Pathem’s core values. This project reinforced the power of data-driven design over pure intuition. We learned that breaking industry clichés requires a strong structural grid, and that delivering a modular, component-based pitch deck gives startups the long-term autonomy to scale their own storytelling.
We used stylescapes and user testing to validate that our design met Pathem’s core values. This project reinforced the power of data-driven design over pure intuition. We learned that breaking industry clichés requires a strong structural grid, and that delivering a modular, component-based pitch deck gives startups the long-term autonomy to scale their own storytelling.
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Brief
Pathem RX (within Daya Ventures incubator) is a FemTech startup specializing in personalized, AI-driven women's healthcare. To stand out in a growing market, they challenged us to bypass industry clichés like pink/red motifs or cold, sterile aesthetics. They needed a complete visual identity: logo, typography, brand book, and a flexible pitch deck balancing scientific credibility with a warm, user-focused presence.
Team
Fanny Gjergji
Frida Thornblad
Sofi Svensson
Role
Branding
Tools
Figma,
Illustrator
Year
2025
Brief
Pathem RX (within Daya Ventures incubator) is a FemTech startup specializing in personalized, AI-driven women's healthcare. To stand out in a growing market, they challenged us to bypass industry clichés like pink/red motifs or cold, sterile aesthetics. They needed a complete visual identity: logo, typography, brand book, and a flexible pitch deck balancing scientific credibility with a warm, user-focused presence.
Role
Branding
Team
Fanny Gjergji
Frida Thornblad
Sofi Svensson
Tools
Figma
Illustrator
Year
2025