Lyric

Project Overview

We developed the name Lyric for a company that will be the parent company to ClaimsXten. A new brand identity was created, and Lyric will build on the ClaimsXten platform to expand its services and offerings. This client defines itself as a leading claims-editing business that has evolved into a healthcare technology company.

My Role & Contribution: Concept and Design

I supported two senior designers and we started with a visual audit of the company and its competitors, giving us a solid understanding of the industry, competitors' shortcomings, and how to visually differentiate it from others. After conceptualizing a creative direction and developing mood boards, we discovered that most competitors overuse visual elements and photography. Our conclusion was that "simpler is better."