Alivius — Anuranjini Singh

Alivius: A cancer support ecosystem

BRAND STRATEGY, NAMING, BRANDING, UI, PUBLICATION DESIGN

Cancer treatment across many Latin American countries is not uniformly designed to provide the best quality care for all patients.

Complexities in the healthcare system lead to ‘broken experiences’. They leave patients without support and assistance during critical moments of the treatment journey, making it difficult for patients to access quality care.

This led us to build Alivius: a patient-centric digital solution for Brazil and Colombia which enables users to take control of their lives during their treatment journey. The solution also helps hospital care teams manage patients better with treatment & diagnosis, extreme side-effects and emotional support.

In the fight against cancer, cancer is not the only enemy

The research team traveled to Brazil, spoke to patients and caregivers, gathered data, created personas and uncovered key insights. These findings were instrumental in developing a comprehensive solution designed to address the users’ unmet needs.

Building the brand

My role entailed translating research insights into a value proposition and brand story, followed by developing the identity, visual language and UI of the app.

A thorough competitor study was followed by a brand workshop with the research team to arrive at the solution’s core values and an extensive study into what the brand stands for, its primary function, long term vision, impact and tone of voice.

The many sides
of Alivius

We wanted our digital platform's name to reflect the core values that inspired its creation. Our mission was to ease the challenges and worries faced by those living with cancer, while fostering a strong sense of community and support.

From the dual concepts of ‘alleviate’ or ‘alivio’ (the Spanish word for alleviate) and ‘us’, emerged Alivius. A name that conveyed the spirit of making lives better, together.

The logo adheres to the ideals of ‘empowering’, ‘collaborative’ and ‘responsive’. The colors unite in a circle, symbolizing a community and highlighting the ‘US’ in Alivius. It represents the many people who work together to help Alivius succeed in its mission – doctors, nurses, payors, caregivers and of course, the patients.

In Latin American countries, bright primary colours are deeply woven into the culture – symbolising vitality, hope, and life.

By not shying away from colour, we wanted to instil a sense of confidence in both patients and caregivers, encouraging them to control of their health. Our goal was to empower them to face this challenging phase of their lives with strength and to ensure they never feel marginalized.

From digital,
to physical

We wanted to emphasise how friendly and approachable Alivius is through its imagery as well.

Thematic illustrations were chosen as a way to humanise the users’ experience. Shaded in brand colours, the illustrations exhibit different features of the application in a style that is warm, dynamic and bright.

Alivius was designed to be a daily companion, so all its interactions with its users had to be intuitive and engaging even with frequent repetition. The final user experience of Alivius is calming and efficient, with pleasing micro-animations, free of unnecessary gimmicks and frills.

Book of Now: Case Study

Alivius was also documented as a research and design thinking project. We created an internal case study publication called the Book of Now that captured our patient-centric design process.

Company: Studio 5b | Dr. Reddy’s LaboratoriesProject Lead: Rupika Kumar
Brand and UI Design: Anuranjini Singh
UX Design: Subodh Trivedi
Publication Design and Illustrations: Riya Shah, Kairavi Soni

2024