Leio
Brand Identity
Leio Health is a FemTech startup created to support women living with fibroids through community, education, product recommendations, and long-term symptom tracking. Built from extensive patient research and lived experiences, the brand needed to sit comfortably between healthcare, e-commerce, and lifestyle whilst feeling credible enough to discuss complex health challenges and remaining approachable, and human. Our role covered brand identity, website concepts and assets, UI concepts, social systems, rollout materials, illustration and photography direction, and the creation of a flexible brand framework capable of growing alongside the business.
Visit: leio.health
One of the most rewarding aspects of the project was working with a founder who had a clear vision for what Leio should become. Rather than searching for a direction, the process became one of refinement, visualisation, and bringing that vision into focus. The identity was built around the belief that no woman with fibroids should spend years feeling dismissed or left to navigate her symptoms alone.
We focused on creating a visual language that feels trustworthy, supportive, and optimistic without losing sight of the realities women face every day.
The brand has been designed to support a future ecosystem including educational content, curated products, community experiences, and symptom tracking tools. A key challenge throughout the project was ensuring every design decision worked within the realities of an early-stage startup.
Rather than creating a complex system that would be difficult to maintain, the focus was on building a practical foundation that could launch effectivelyand remain consistent across channels whilst giving it space to grow with the brand.
“Joshua is a thoughtful and considered designer, he took direction well, delivering creative and practical tools for our business to run with. He was a delight to work with, patient and approachable, going above and beyond to ensure we were happy with the final deliverables.
Joshua has truly understood our brand, he has captured the essence of what we wanted to convey, and we’ve had so many compliments on the final execution. Our project required both digital and physical brand design, including logo, fonts, illustrations and foundational elements - each part came together perfectly, and we are delighted with the outcome - we would highly recommend Joshua for any brand project.”
Polly Thompson | Founder - Leio
The result is a brand with genuine meaning at its core. Leio occupies a distinctive space between FemTech, healthcare, and lifestyle, allowing it to support women through both practical challenges and emotional experiences. Importantly, the brand has been designed to scale. Giving the business a clear and consistent platform from which to launch new products, services, and digital experiences over time was the most important thing.
