Eli Health

Our identity is rooted in the idea of a trusted companion. We balance the friendly name with modern, crisp letterforms to convey our constant pursuit of clarity and access to invaluable data insights.

We made connective dots, resembling the data points, the core visual element across the entire brand experience, from the identity design to the industrial design to the various graphic expressions.

Our brand’s graphic system is centered on each distinct hormone that we measure. Using a combination of dots and data trails, traces of their metaphorical movements, and associated colors, we create visuals that abstractly interpret the behaviors and characteristics of each hormone.

The rebrand sharpened Eli Health’s story as the team prepared to launch their first two products, cortisol and progesterone tests, across the US and Canada. By translating complex hormone science into a clear, confident visual system, the new identity gave CES judges, press, and investors an immediate grasp of why Eli mattered.

It helped position the Hormometer™ as a category-defining innovation, supported their Best of Innovation win at CES 2025, and strengthened the narrative behind their $12M Series A raise just months later.

Co-founder Marina has described the redesign as a turning point for Eli, finally expressing the intelligence, warmth, and ambition of the team.