Senior Creative · Illustrator
The 'living blueprint' grew from Trellis curating vast amounts of medical data while also needing to adapt with each user over their lifetime, and across future generations.
Fingerprints feel like our own living blueprints, and we saw this as a poetic reflection on how everyone's medical data is unique to them.
Trellis sits in this interesting intersection of data-driven technology and deeply human experiences, and the concept gave us a way to hold both with equal weight.
How&How has rebranded US healthcare app Trellis with a new identity built around the concept of a 'living blueprint' for generational health. The flexible system uses a grid structure, fingerprint motifs, and natural photography to balance data precision with human warmth. The rebrand reflects a cultural shift toward personal agency and continuity in healthcare experiences.
BP&O’s Emily Gosling reviews How & How’s rebrand for ecommerce platform Big Cartel. The new identity replaces the old chevron logo with a hand-drawn glyph and introduces expressive typography using ES Replan Variform and Marist. The visual system balances maker energy with structure, supported by Eilidh Reid’s illustrations and a flexible color palette.