genki | studio polylog

Genki

Rebranding and design system

Genki, a rapidly scaling dynamic start-up in the field of health insurance for digital nomads, faced a key challenge in its seed phase. It lacked a coherent and scalable design solution. As a design agency, we recognized the potential and stepped in to provide valuable input:

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We developed an atomic design system that consistently shapes the customer experience across all media. In addition, using the newly designed atoms and components, we were also involved in the redesign of various areas of Genki's product range, such as product onboardings, landing pages and the member center.

Word mark

Evolution of the word mark: from playful to professional in the digital age

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In the further development of the wordmark, we focused on a minimalist aesthetic. Instead of the playful script font, the new wordmark now uses a clearer and more versatile sans serif font. This typographic change improves readability, especially in a digital context, and stands for a more professional and straightforward brand image.

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The updated wordmark is in a vibrant red color that is different from the original pink. This bright red adds a sense of energy and strength to the brand image, reflecting the dynamic nature of Genki. The leaves, now two instead of one, have been stylized and abstracted to symbolize growth and vitality, which are fundamental to Genki's values. The green hue of the leaves provides a vibrant contrast to the red, emphasizing the brand's focus on health and well-being.

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Overall, the rebrand refines Genki's visual representation to show a stronger and more cohesive identity. The redesign reflects the company's commitment to scalability and consistency in its services, promoting a brand image that can adapt and thrive in the rapidly evolving landscape of digital nomadism.

Central challenge

Balancing act: developing a flexible and efficient design system

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Creating a customized design system is a complex task. It requires the following balance: On the one hand, the system should not be so complex that it restricts Genki's ability to act. On the other hand, it should be sufficiently structured to provide the necessary building blocks for a consistent design. Our main priority was to ensure that the design system provided an optimal basis for the rapid product development cycles that are not uncommon in a young company. Through several workshops with the team, we were able to effectively identify, prioritize and implement the key components.

Another challenge was to establish a fully digital process to ensure the participation of all project participants (predominantly digital nomads with constantly changing locations).