The Black Women Physicians Association (BWPA) came to us with a bold mission: to address racial disparities in healthcare by connecting Black patients with culturally-competent physicians. The Impath app was born out of the desire to increase clinical racial competence and improve patient outcomes by making it easier for Black communities to access respectful care. Our task was to create a visual identity and brand experience for Impath that would resonate with both physicians and patients, while maintaining a sense of professionalism, warmth, and modernity.

At the heart of the identity is a sleek, approachable logo mark that integrates custom iconography representing healthcare and human connection. The icon, shaped to reflect both the medical industry and the culture of the Black community, communicates the platform’s dual purpose: healthcare access and cultural empathy. We developed distinct variations of the logo to suit the app’s different user interfaces, ensuring a consistent yet flexible brand presence across both patient and physician touchpoints. The brand’s color palette balances boldness with professionalism — using colors that inspire trust and confidence, while also reflecting the app’s warm, human-centric mission.