| Industries | Healthtech, Consumer Health, AI |
| Services |
Branding Motion design Strategy |
| Headquarters | Los Angeles, CA |
Team |
1 Creative director Creative director 1 Project manager Project manager 1 Brand strategist Brand strategist 1 Product designer Product designer |
| Timeframe | 3 months |
Client
The American healthcare system is built to confuse. Most people don’t know what their benefits actually cover, what care will cost, or whether they’re making the right decision until the bill arrives. The statistics are grim, the majority of Americans are functionally health illiterate, and that gap costs them dearly in both money and outcomes.
HealthNav was founded to close it. The company is building the navigation and literacy layer of healthcare , a co-pilot that takes someone lost inside a chaotic system and turns them into an informed consumer. Their AI agent, Nav’i, is the always-on advisor at the center of the experience, synthesizing fragmented data across insurance, primary care, and commerce into clarity.
It’s a holistic approach in a market full of point solutions. And it’s built by a team that pairs deep healthcare industry experience with AI expertise , a combination designed to deliver the unbiased, consumer-aligned perspective that traditional insurance companies can’t.
Challenge
HealthNav came to Caviar with no existing brand and a tight runway to launch their MVP and raise a seed round. Every legacy player in healthcare looks the same: deep blue, sterile white, clinical and cold. The category had been visually claimed by insurance giants, and trust had been eroded right along with it.
HealthNav needed an identity that broke from the legacy playbook while signaling competence to investors and calm to consumers. It had to feel warm enough for users facing one of the most stressful decisions of their lives, and credible enough to land a check.
They also had to differentiate from a new wave of consumer health brands like Function Health, Superpower, and Hims & Hers. Each owns a piece of the “millennial beige” aesthetic, but each solves only one sliver of the healthcare journey. HealthNav’s brand needed to communicate that it does something bigger: connects all of it.
Solution
Caviar delivered a complete brand foundation built for the long haul. Not a temporary identity to test the waters, but a system designed to carry HealthNav from MVP launch through Series A without ever needing to be revisited.
The brand we built leans into pragmatism, the team’s own word for who they are, paired with warmth. We pulled the palette away from the cold blues of insurance and the AI purples of every new health startup, and into a softer, more human range: sand, teal, warm off-whites, and light browns. The result feels closer to a trusted friend than a clinical product. Calm. Safe. Confident.
