Case Study — Materno
Digital Maternal Healthcare
USA / Global
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Brand redesign + full product
Metronomic builds digital health platforms that connect the people pregnancy care depends on — OBGYNs, expectant mothers, and the payers covering the cost. Their product, Materno, is a remote pregnancy management platform offering e-consultations, vitals tracking, and personalised care plans for conditions like gestational diabetes and pre-eclampsia.
The platform had outgrown its original identity. The logo needed to be rebuilt, two product interfaces — a web app for care providers and a mobile app for patients — had to be designed from the ground up, and the marketing website had to speak credibly to mothers, hospital administrators, and insurance payers at once.
The brief wasn't four separate projects. It was one problem with four expressions.
We started where any design engagement starts — by looking. Shown the existing logo cold, readers consistently struggled to land on the name. The original mark asked one shape to do two jobs: a mother-and-child illustration doubling as the letter "M," where the abstraction let the letterform slip away.
The wordmark compounded it. Set in a hand-lettered script, the "t" read as an "l" or a "j" — people saw "Laterno," or "Jaterno." The opening "M" read as an "E." One reader needed close to thirty seconds to resolve it to "Materno."
For a healthcare platform, that made legibility a credibility question. A name a hospital can read at a glance is the first thing that signals a tool it can adopt with confidence.
The original mark — the mother-and-child shape carried the letterform
Every interface in Materno's ecosystem — the provider dashboard, the patient app, the marketing site — would inherit its colour, typography, and credibility from the brand. So the brand came first, and the rest followed in sequence.
The redesign separated what the old logo had combined. The mother-and-child illustration became a standalone mark — warm and recognisable, no longer asked to serve as a letterform. The wordmark became a clean, confident serif in deep navy, legible at any size.
The colour system moved to a palette grounded in trust: a deep navy primary paired with a warm terracotta that carries maternal warmth. These two colours run through every touchpoint — app icon, website header, provider dashboard.
Brand identity — the name reads instantly, the mark stands free
Brand system — typography and colour palette
Brand application — the mark in context
The web app is the provider's tool — where OBGYNs and hospital staff review vitals, manage care plans, schedule e-consultations, and monitor pregnancies remotely. It was designed so the real complexity of remote maternal care stays carried by the system, never surfaced as interface complexity.
Provider web app — the clinical dashboard
Materno's mobile app gives expectant mothers a single place to log vitals, follow their pregnancy timeline, read educational content, and message their care team — in a calm interface, not a clinical one.
Both apps were designed to feel like the same product. A nurse who recognises the app on a patient's phone sees the same brand she uses on her dashboard. Deep navy anchors the professional provider experience; warm terracotta signals care and approachability on the patient side.
Patient mobile app — vitals, timeline, and care-team messaging
The site had to speak to mothers, providers, and payers — each clearly addressed, without diluting the message for any of them.
Marketing website — maternohealth.com
The clearest path to credibility was also the simplest: make the name easy to read, settle the brand, and let every screen inherit the trust the product had already earned.
Pritam · 1 Less Design