"We have $500K. Make us look like a company."
Olli Health was a pre-seed startup with a real product (AI-assisted home health coding) and almost no brand. Two co-founders. A demo. A pitch deck. No website. They needed to look real enough to close their next $500K and convince Home Health Agencies to take a pilot call.
I shipped them a scrappy purple website in Framer — simple sections, mobile-first, testimonials, "how it works." Not award-winning. Not what they'd ship now. But it did the job: closed customers, closed funding, kept them in market.
"The MVP didn't have to be beautiful. It had to be enough to not lose the deal."
"We just raised $10M. We need to look like that."
Three years later, the same founders came back. Different company, same product DNA. 200,000+ patients across 100+ agencies. $10M raised. A team. A roadmap. The 2023 site was actively hurting them in enterprise sales conversations.
The new ask: a complete brand system — logo, voice, color tokens, type, design system — plus a new homepage that reflected what Olli had become. I scoped it as a full rebrand, not a refresh. Refreshes preserve mistakes. Rebrands make new ones — on purpose.
The same product. Two different companies.
The 2023 site is still pinned in the original Figma file. Side by side: scrappy purple MVP on the left, shipped enterprise brand on the right. Same color category, different posture.
(Framer · purple-first · mobile-first
· $500K raised · scrappy)
Geometric folded mark. Deep purple. Adult type.
The mark is built around folded geometric structure — inspired by documents, layers, and ordered systems. It's literally the act of organizing information: folding complexity into clarity. Angular precision says "we're technically rigorous." Open form says "we're easy to trust." That's Olli's whole positioning in a logo.
Four purples. One lavender. Tokenized.
The 2023 site had one purple. Lots of purple. The 2026 system has a stack — Purple 900 for main background, 800 for surface, 700 for elevated cards, Lavender 500 as the accent. Plus semantic tokens (color-background-primary, color-accent-primary, etc.) so engineering implements roles, not hex values.
IBM Plex for headers. Satoshi for body.
IBM Plex Sans on headers — institutional, exact, healthcare-credible without leaning sterile. Satoshi for body — modern, geometric, readable at small sizes for the dense product copy. The pairing reads as serious tech, not Goop-for-clinicians.
The decisions that took it from MVP to enterprise.
Shipped. Live. Selling.
The new brand is live at ollihomehealth.ai. The system is documented in Figma with brand guidelines, logo rules, color tokens, type ladder, do-not-distort, semantic mapping. The actual test of a brand isn't whether it looks good — it's whether the team can use it without me. They have.
And the bigger metric: they hired me twice. Three years apart. Same project category, different stakes. That's the engagement model I optimize for — be the designer founders come back to when they grow up.
The 2023 site lasted 3 years past its sell-by date. I should have built it with more headroom for growth — even at pre-seed, leaving room to scale a brand system in is cheaper than rebuilding it. I also under-charged for v1 because the team was scrappy and broke; I'd price the rebrand option into the original engagement so they have the framework ready when they hit their next round. Both are operator lessons, not design lessons.