Brand Identity and Digital Care Journey for Midi Women's Healthcare

Play created Midi’s visual and verbal identity, art direction, UX/UI design, web development, and a digital care journey for the women’s midlife healthcare company. The identity is built around an unnamed custom variable typeface based on Dinamo’s Repro, drawing on protest-sign lettering and incorporating details that echo the wordmark’s “i” forms. Play also restructured the experience from the homepage through booking, with principles intended to validate symptoms and support women in taking the next step toward care.

Set in Repro and a custom typeface