Bluestone Safe

Branding a first-of-it's-kind COVID-19 risk management system

I was approached by Thumbroll Inc. to create a brand for their new venture which would provide COVID-19 testing, symptom monitoring, & telemedicine to organizations trying to re-open during the pandemic. Presented with the concept, I was tasked with executing the full branding process.


  • Brand Designer


  • Thumbroll Inc.


  • 2020

// Establishing a brand identity... //

01  Brand Adjectives

To kickstart the branding process, the client and I identified a list of adjectives the brand should embody which create the foundation for creating a visual identity.

02  Symbols

The next step involved converting the brand adjectives to symbolic representations which I’ll use to choose a name and design logos.

03  Product Name

I then brainstormed potential company names that evoked these symbols. Because the client hoped to generalize in the future, the name couldn't be specific to COVID-19 or medicine. We decided on Bluestone Safe which conveys security, reliability, & reassurance and strikes a balance between medical & non-medical.

// Developing look & feel... //

01  Typography

Bluestone needed a single typeface that was versatile enough to adapt to any use case, from static design to responsive design, and conveyed the security and simplicity we wanted Bluestone to embody. After comparing options, I decided on Montserrat.

02  Colors

Focusing on the adjectives "reliable" and "minimal," I developed a monochromatic palette of three blues to lay the foundation for the brand. I added three accent colors to indicate states.

// Logo design... //

01  sketch

To kick off the logo design process, I took the symbolic representations of the name Bluestone and visualized them through a few rounds of rough sketches.

02  Iterate

With some ideas sketched out, I started digital iterations for each of the viable concepts. After presenting the options to the client, we came to a final selection.

03  Finalize

Once I'd made the logos pixel perfect, I presented the final symbol and wordmark to the client, sparking excitement to see the results of my work that lay ahead.

// Brand guidelines... //


After establishing Bluestone's brand, I created a document thoroughly outlining its primary components, how to use them, and how not to use them.

These Brand Guidelines are designed with two primary use cases in mind:

  • help partner organizations use Bluestone's brand properly, and
  • help internal Bluestone teams maintain brand consistency.


  • Colors & typography
  • Wordmark & symbol
  • Logo variations & usage
  • Improper logo usage

// Branding for marketing... //

Adapting the brand for marketing

One of the challenges presented to me was adapting the brand not only for digital products and interface styles, but also for graphic marketing assets such as posters & pamphlets. While the interface design needed to be fairly simple, the static design provided a platform to explore the brand more stylistically.


Part of the Bluestone package for clients is co-branded informational material. For this, I had to establish a fine line between the Bluestone brand and the client's brand. Ultimately, I leaned into the colors of the client's brand, while maintaining the illustration & typographical style of the Bluestone brand.

// Results... //

Client Reaction

Ultimately, the client was extremely pleased with the brand I created for Bluestone. They were eager to use it anywhere they could and continued to speak to its value throughout my contract with them.

Value created

By establishing a strong brand from the jump, I was able to expedite my design process for the products (web app, administrative dashboard, marketing website) which subsequently minimized the startup time for Bluestone to launch. Bluestone Safe was thus able to be one of, if not the, first COVID-19 Risk Management system on the market.