STEMCORD

Scope of work:

  • Conducted a detailed internal and external brand audit through interviews and surveys.
  • Developed a comprehensive brand strategy, refining positioning and crafting a new narrative.
  • Revitalized the brand identity by updating and implementing new guidelines.
  • Redesigned and rewrote StemCord’s website to enhance brand recognition and deliver clearer messaging.
A pregnant woman carrying a StemCord tote bag printed with a fetus-on-ultrasound illustration

Breathing New Life Into A Legacy Brand

StemCord, a cord blood bank with roots in Singapore, was founded by a distinguished team of medical oncologists, hematologists, and physicians. After two decades of saving lives and preserving potential, the team recognized it was time to refresh their brand presence to stand out among their local and regional competitors.

We conducted a brand audit to identify opportunities for growth and refinement, including a brand survey and stakeholder interviews. The result? A refreshed StemCord—honoring its rich legacy while embracing a modern, clinical-yet-approachable aesthetic, ready to serve a new generation.

By retaining its iconic logo and introducing softer, brighter colors, we balanced tradition with transformation. We also refined StemCord’s key messaging, brand voice, and identity to create deeper connections with its three core audiences—because every connection matters.

Science for the Family stylescape — moodboard inspired by German healthcare brands

This stylescape (hyper-personalised moodboard) was a key piece in helping the stakeholders decide on the visual identity that fits their vision for the brand. Three stylescapes were presented to StemCord. This stylescape is titled, “Science for the Family”. German healthcare and medical brands, such as Bayer AG, B.Braun, Siemens Healthineers and Merck Group inspired me at this stage.

Logo Design Exploration

We reimagined StemCord’s logo in a variety of ways before aligning on a gentler approach that keeps the legacy logomark. The reason behind this is that StemCord still has a large number of early adopters in their clientele who feels sentimental about what the logomark represents.

The result is a logo that takes our stylescape into consideration while keeping the familiar mark.

StemCord logo design exploration sketches

Visual Identity

Before

Old StemCord logo before refresh

After

Final refreshed StemCord logo
The brand audit results and the chosen stylescape guided every design decisions, from updating the color palette to finalizing the business card specifications. We incorporated rounded corners and StemCord’s new vibrant blue brand color to create a softer, more approachable look. Additionally, rounded business cards are safer for families with young children to handle.
StemCord business cards with rounded corners and refreshed brand colors
StemCord brand guideline book mockup
StemCord branded door signage
StemCord branded pin badge
StemCord brand infographic — refreshed visual system

Website Design

We also refreshed the look & feel of StemCord’s website to reflect its new brand identity. Working closely with the developers, we visualized a UI design that is visually appealing and easy for the client’s in-house team to update.
We proposed a wireframe based on website references discussed with the client and developers and provided a UI styleguide for all future builds of the website.
StemCord website wireframe — homepage
StemCord website wireframe — secondary page
StemCord website look-and-feel — mobile view
StemCord website look-and-feel — page 1
StemCord website look-and-feel — page 2
StemCord website shown across devices — desktop, tablet, mobile

Published Website: stemcord.com

My responsibilities

  • Creative and Art Direction
  • Account management
  • Graphic design & illustration
  • Print & web design supervision

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