Blend

The core challenge was differentiation. Compounding pharmacies are largely interchangeable in the market, defined by slow turnaround times, limited flexibility, and outdated systems. Blend needed to clearly signal that it was not an incremental improvement on legacy pharmacy but a fundamentally different kind of partner, built for modern healthcare businesses.

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We anchored the brand concept around the idea that healthcare providers should expect more from their pharmacy, positioning Blend as a strategic extension of its customers’ teams, capable of helping them scale, innovate, and deliver better care.

To support that positioning, we defined three core brand attributes: Imaginative, Technical, and Energetic.

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These attributes came together in the SMIT, the Single Most Important Thing, guiding the brand: Innovative Agility. This principle captures Blend’s ability to move quickly without sacrificing rigor, blending scientific expertise with startup speed to help its customers bring better treatments to market faster.

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This strategic foundation set the direction for all creative work, ensuring that every expression of the brand reinforced Blend’s role as a modern, agile pharmacy partner for the future of healthcare.

First, we grounded the verbal identity in the proposition that Blend consistently delivers a full experience more elevated than anything else in the category, a distinction we consistently heard from the Blend team. 

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From there, we defined positioning that raises the bar for what a compounding pharmacy should be. Blend delivers a modern platform designed for ease and transparency. That promise is backed by a team with real experience scaling telemedicine companies, building pharmacies, and shipping software at scale.

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To make the positioning practical, we articulated value propositions for Blend’s core audiences. Telemedicine companies get a DTC-native partner that can beat Amazon on shipping speed and Sephora on brand experience. In-person clinics get a technology-driven pharmacy partner that reduces errors, provides full order and billing transparency, and delivers precise, thoughtfully crafted formulations.

The Blend mark is inspired by pharmaceutical blending itself. In the compounding process, a homogenizer uses centrifugal force to pull ingredients inward, forming a single, stable compound.

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The final mark captures that force in visual form. Built from a series of rotating prisms, it creates a sense of inward pull and motion, echoing the vortex at the core of a homogenizer. The result feels dynamic and precise, suggesting momentum, transformation, and breakthrough.

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The logotype is derived from Blend’s primary typeface, Season Mix, with refinements that make it more distinctive and ownable. Together, the system strikes a deliberate balance. The logomark carries the story of blending, motion, and innovation, while the logotype remains clear, stable, and approachable. This restraint gives the brand room to grow and ensures the logo will age well as Blend scales.

Blend’s visual language intentionally breaks from typical pharmaceutical conventions. The color palette establishes credibility through restraint while signaling a more sophisticated, modern point of view. Purples anchor the system with a sense of imagination and premium positioning, while oranges introduce vitality, innovation, and optimism. Together, they create clarity and confidence without drifting into cold or clinical territory.

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Typography plays a key role in reinforcing that balance. Headlines use Displaay’s Season Mix, chosen for its distinctive letterforms and refined character. The typeface feels elevated and forward-thinking while remaining highly legible, giving the brand personality without sacrificing clarity.

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A custom brand pattern we call “Suspension” extends the concept of compounding into the visual system. Floating particles echo ingredients suspended in a solution. Used sparingly, the pattern adds atmosphere and depth without overpowering layouts. 

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Product visualizations and interface design prioritize simplicity and usability. Layouts are clean, modular, and built for scanning, reinforcing Blend’s focus on clarity and efficiency. Secondary colors are used intentionally to orient users across the platform, with distinct hues assigned to different sections through sidebars, icons, and highlights. This creates intuitive wayfinding while reinforcing structure and cohesion.

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Icons are drawn from Font Awesome Sharp, supporting a visual system that feels confident, consistent, and precise across digital touchpoints.

Our interactive work focused on the homepage as the primary expression of Blend’s new brand. We began with low-fidelity wireframes to align on content, hierarchy, and flow, ensuring the story was clear before visual design entered the conversation.

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From there, we translated the strategy and visual language into a flexible UI system tailored for Blend’s platform and audience. The design incorporates elements from our product visualization work, including rounded corners, a deliberate mix of serif and sans-serif typography, and secondary colors used to orient users as they move through the page. We explored multiple variations for key sections, testing color relationships and hierarchy to balance clarity with energy.

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The final homepage brings everything together in a single, cohesive experience. It communicates Blend’s differentiation, feels modern and elevated, and gives the internal team a strong foundation to extend the system across supporting pages with confidence.