Digital // Identity // SingHealth IVF // Mobile App Revamped Logo 2014

Design Brief

KK Women鈥檚 and Children鈥檚 Hospital (KKH) sought us out to help out primarily with the revamp of their product app, SingHealth IVF in 2014.

As the original app skeleton app only came with a bare content structure with no proper designed User Interface (UI) nor brand identity to help the mobile app distinguish itself, we then suggested a simple implementation that will fulfill within that case budget.

Since the design requirement was simply a basic design, we sought to reign in an outline graphic of a pregnant woman to briefly showcase the relation to the core use of the SingHelath IVF app. In addition, snippet elements of the actual SingHealth branding were also tapped on to co-relate the mobile product to the parent company that hosts and holds ownership of this application.

Lastly, we splashed a hot-pink shade to the design, to add that additional clarity that this is a women-preferred mobile application so that it would not be easily mistaken nor downloaded for unknown reasons.

Design Concept

Client & Medium

SingHealth | KK Women鈥檚 and Children鈥檚 Hospital (KKH)

Digital Brand Identity.


  • Concept Design
  • Digitization of Brand Idea
  • Color Blending


  • Simple
  • Motherly
  • Basic
An essential aspect of creativity is not being afraid to fail.Dr. Edwin Land, Physicist, Scientist & Inventor of the Polaroid Camera
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Digital // Identity // AndWhatIThink

Digital // Identity // AndWhatIThink

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