Leio
Year
26
Client
Leio.Health
Sector
FeTech / E-Commerce
Leio is a FemTech startup supporting women living with fibroids through education, community, curated products, and long-term symptom tracking. The challenge was to create a brand that could sit confidently between healthcare, lifestyle, and e-commerce whilst remaining warm, credible, and approachable.
Process
From the outset, it was clear that this was a project built on collaboration. With a founder who had a strong vision and clear understanding of the audience, the process became less about inventing something entirely new and more about refining ideas and giving them form. Together, we explored how the brand could balance clinical trust with human warmth, avoiding the coldness often associated with healthcare brands whilst maintaining credibility.
Beyond the identity itself, the work expanded into a broader brand system. Photography direction, illustration, social assets, digital concepts, and rollout materials were all developed with a small team in mind. Rather than viewing limitations as compromises, every decision was made to create a system that was practical, scalable, and easy to maintain as the business evolves.
Result
The final brand gives Leio a distinctive presence within a crowded and often visually similar category. It successfully bridges the worlds of FemTech, healthcare, lifestyle, and e-commerce, creating something that feels reassuring, optimistic, and contemporary. The system provides enough flexibility to grow alongside the business, supporting everything from packaging and social content to future digital products and experiences.
Most importantly, the project demonstrates the value of close collaboration with a founder who knows their audience. By combining a clear vision with thoughtful refinement, we were able to create a brand with meaning at its core and a platform capable of supporting Leio long into the future.
So That's Why