Alaffia

Alaffia

Evolving an established brand for its next stage of growth.

Brand evolution
Brand guidelines
Website design
Webflow development
Presentation deck
Interviews

AI health-tech

Challenge

We’ve been design partners with Alaffia since 2025 and since then, the company has only continued to grow. When a new VP of Marketing joined the team with a fresh vision for Alaffia’s next chapter, they came back to us at Emerald for a brand evolution and website refresh.

This wasn’t about starting over or trying to market a completely different product. There was already plenty of equity in the brand we’d built together, from the logo and typography to the core colors and iconography.

Instead, this next phase gave us an opportunity to take that existing foundation and expand its own capability to reach a new level they’d never been to before.

Website Copy: Kat Neis
Motion Design: Sam Pickett

brand evolution

Cross-functional interviews

We interviewed members of Alaffia’s Sales and Product teams to understand what questions they were hearing directly from prospects, which concepts needed more explanation, and where the website could become an even stronger resource throughout the sales process.

Developed a new gradient system inspired by atmospheric light

This included sunrise-like gradients and a distinctive light-flare treatment that could be layered over photography to give the brand more warmth, movement, and visual personality

Bringing the brand to life

website design

Bringing product functionality to life with motion design

We knew from our early discussions that motion would be critical to conveying the complex processes that were being simplified through the Alaffia AI platform.

With the help of Sam Pickett we were able to translate the brand into engaging animations.