Skip to content
Yueshan Jiang

Brand Visual Identity

PreviousNextAll

TELL Tool Rebranding

2025

A visual identity redesign for a digital health intervention developed by the University of Michigan School of Nursing. Created to support parental communication in families formed through assisted reproduction, the project focuses on designing a cohesive and inclusive brand system that reflects the tool’s mission of empowerment, clarity, and care.

Cover of the TELL Tool visual identity guide
Lavender interlocking line pattern from the TELL Tool identity
TELL Tool mission, vision, and tone of voice
Primary TELL Tool logo, wordmark, and symbol
TELL Tool logo construction and clear-space rules
TELL Tool logo lockup alignment grid
TELL Tool logo variations
TELL Tool primary color palette
TELL Tool color combinations, gradients, and line pattern
Univers heading and body typography for TELL Tool
TELL Tool staff badges and hanging printed materials
TELL Tool outdoor advertising in an urban setting
TELL Tool stationery system with letterhead, envelopes, and business cards
TELL Tool banners and responsive digital applications
TELL Tool environmental signage and branded tote bag