boring A happier kind of healthcare · Direction 03 See it in practice

The good in ordinary

A little care.
A lot more living.

Health, quietly taken care of.
So there’s more room for the things you love.

01 /

A warmer world for Boring.
Trustworthy, human, and quietly happy.

Meet little bBrand character + mark
Here for the everyday.
A familiar face.
A distinctly Boring shape.
Find the feeling

Same little b. Three different moods.

A smile with a purpose

Small enough to be a logo.
Warm enough to feel like company.

The b gives it a name. The smile gives it a personality. Rounded, open lettering makes the rest of the system feel just as approachable.

Still itself in one colourA stamp. A report. A familiar hello.
Made for the small moments

A home-screen icon.
A welcome. A little reassurance.

A gentle moment in between

Even the waiting
can feel cared for.

Little b settles from side to side and gives a slow blink. A small, steady presence while something loads.

A quiet 3.6-second rhythm. Reduced motion is respected automatically.

Live loading study

Getting things ready for you

A little moment. Then you’re on your way.

The feeling, in practice

Care in the background.
Life in the foreground.

Warmth belongs in the welcome. Clarity belongs in the care. A friendly header leads into readable appointments, plain language, and a clear next step.

01

A little joy, with room to breathe

One character moment. Warm paper. Generous space.

02

Calm colour. Clear information.

Ink blue anchors actions. Soft colour supports the story.

03

Reassurance that means something

Say what happens next, who is helping, and when.

Illustrative member experience
9:41
boringN

Good morning, Nikhil

A good day
for the everyday.

Your family’s care, all in one place.
Next on the calendar

Health check, at home

Tue, 22 September · 7–9 am

Confirmed
AR
A familiar person to turn to

Your care team is a message away.

HomeHealthVisitsCare

The supporting cast

A system with a softer side.

Friendly display type, highly readable body copy, and a palette with warmth built in.

Nunito Sans + DM Sans

Hello, life.

Little routines. Familiar faces.
More of the days that matter.

Aa Bb Cc   0123456789
Warm paper#FFFBF2
Trust ink#294968
Little b#F2CA66
A little air#E0EDF4