London

Send a brief

Case study 04 / 06Concept project
Self-initiated

SectorHealth-tech
Care coordination

ScopeLogo, identity system, product UI theme

Year2026

(00)

KerrowA K drawn as a care schedule.

Care coordination for clinics: appointments, follow-ups and handoffs.

Concept project. Kerrow is a fictional company. This identity is self-initiated work by Ikonra Studio, made to show how we would approach a brief like this. It is not client work, and the brief below is imagined.

(01)

Imagined brief

Kerrow coordinates appointments, follow-ups and handoffs between clinicians, so patients do not fall through the gaps between visits. The imagined brief: a brand ahead of a Series A, for clinic managers and clinicians who are tired of software that looks like a hospital corridor.

It had to feel calm, human and clinical at the same time, without a blue cross in sight.

(02)

Approach

The K is built from a care schedule. A stem, then five appointment bars that step in and out like a timeline view, which is exactly what the product shows. It is friendly at app-icon size and still reads as a letter.

Hanken Grotesk is warm and clear for interfaces; Source Serif 4 gives patient letters and headlines a human voice. Deep sage and chalk replace hospital blue, and apricot marks the next thing that needs doing.

(03)

Construction

Drawn on a 10-unit grid so the symbol stays exact from a 1024 px app icon down to a 16 px favicon.

Kerrow symbol, 100 × 95 unitsGrid: 10 units
Fig. 01Symbol on its construction grid.
  1. AStem 15 units, bars 14 units
  2. BBars 38 units: a standard slot
  3. CSteps of 20 units trace the K
Fig. 02Clear space: half the lockup height on every side.

Minimum sizes

  • 16 px
  • 24 px
  • 32 px
  • 48 px
  • Lockup, 20 px tall minimum

(04)

Colour and type

Four colours, each with one job. Two free typefaces, so the team can use them anywhere without a licence conversation.

Display and interfaceHanken Grotesk

Care that doesn’t fall between appointments.

SupportingSource Serif 4

Kerrow keeps every follow-up, referral and handoff in one calm timeline.

(05)

Applications

The brand where a funded company actually lives: inside the product, on the website, in the deck and on the launch post. Names and figures in the interface are illustrative.

Kerrow product interface: clinic schedule with appointments for each clinician and handoffs due
Fig. 03Product interface
Kerrow website hero with the headline “Care that doesn’t fall between appointments.”
Fig. 04Website hero
Kerrow app icons at several sizes and a browser tab showing the favicon
Fig. 05App icon and favicon set
Kerrow investor one-pager layout, body copy shown as grey lines
Fig. 06Investor one-pager
Kerrow tote bag and badge
Fig. 07Clinic tote and badge

(06)

Deliverables

  1. 01Symbol and wordmark
  2. 02App icon and favicon set
  3. 03Colour and type system
  4. 04Product UI theme
  5. 05Patient letter and appointment templates
  6. 06Investor one-pager
  7. 07Clinic tote bag

Raising, rebranding or launching? Send a short brief and you will get a written proposal with a fixed fee.

Send a brief
Next concept, 05 / 06 Fenlow Climate-tech, grid flexibility