CARYN BAUMGARTNER
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RYGHT
CLIENT
Ryght
TYPE OF CLIENT
AI Tech Start-up in the Biopharma Space
CATEGORY
Brand
Identity
Product UX/UI
Website
Social Media
Presentation Decks
BRIEF
With the rapid global adoption of AI, biopharma was ready for a truly ground-breaking solution that accelerated research, disease diagnosis and trial-matching. Ryght had assembled an exceptional team with an indisputable track record of excellence. They needed a brand that differentiated them from the rush, reflected their bold vision, and as you can guess, they needed it yesterday.
WHAT I DID
From initial concept to type studies to image research to logo, and yes, even a website... within weeks the company had a solid presence in the marketplace. And just in time for a very public launch. Can you say warp-speed?
RESULT
A distinctive and responsive brand effort that helps position the company for success. Ryght is currently embarking on a Series A raise after a number of successful seed investments.
CONCEPT DIRECTION
The concept was derived from a very simple question of "why". Why does the company exist? Why now? And what's driving such a passionate team?
Their answer — by creating a solution that gets to a quicker, more pinpointed and actionable way forward, everyone wins; the researcher who is anxiously searching for answers, the coordinator who is looking to efficiently match patients to trials, and the drug company who’s treatment can make a very real difference in someone’s life.
But even more importantly, this pivotal new solution meant a patient could be matched in days, vs months, with the very treatment that could save their life. The big takeaway: the survivor is able to get back to what's important — even if it's as simple as sharing a sunset with their best friend.
I was fortunate to work closely with product development, extending the brand into the solution. I helped develop flows, iconography and custom elements throughout the user experience. Rapid prototyping and coordination with back-end development was required to address a responsive strategy that continues to keep ahead of an ever-evolving sector.
UX/UI Design
LET'S CHAT
Brand
Starting with the logo, each element of the visual language reflected the core positioning elements of the brand; bold, assertive, and confident.
Ryght (a deliberate spelling) took a rebellious approach to the "Y". By dropping the one type ascender, an abstracted arrow forward was created, serving as an iconic shape that was leveraged throughout all communications.
Custom icons were developed in multiple colorways and sizes to add distinctiveness throughout all touchpoints of the brand including the product solution itself.
Stunning background visuals were created by using branded visual prompts and yes — AI.
BRAND
Starting with the logo, each element of the visual language reflected the core positioning elements of the brand; bold, assertive, and confident.
Ryght (a deliberate spelling) took a rebellious approach to the "Y" By dropping the one type ascender, an abstracted forward arrow was created, serving as an iconic shape throughout all communications.
Custom icons were developed in multiple colorways and sizes to add distinctiveness throughout all touchpoints of the brand including the product solution itself.
Stunning background visuals were created by using branded visual prompts and yes — AI.
Caryn has driven the brand success of every company I've co-founded throughout my career. She has an innate ability to capture our mission's essence while pushing design innovation boundaries. Her solutions elevate our products, make complex technologies accessible, and create a cohesive brand that appeals to investors and customers alike.
Simon Arkell, OLY
AI/Health-Tech Founder | Board Member | 2X Olympian
Co-Founder and CEO, Ryght