Alaffia

BRAND  |  WEB  |  marketing
Billboard against a clear blue sky displaying the text 'Artificial intelligence. Real-life results.' with the Alaffia logo and a blue circular abstract design.
Alaffia

Transforming an AI startup's brand to lead innovation in a traditional market.

Brand identity
Brand guidelines
Website design
Webflow development
Presentation deck
View Site
AI health-tech
Challenge
Alaffia, an AI-powered health claims startup, needed a brand refresh to match their innovative technology.

We developed a new brand and website that repositioned Alaffia as a trusted partner and leader, telling their product story while building confidence among potential clients in this risk-averse industry.
Website Copy: Kat Neis
Motion Design: Sam Pickett
Brand identity
Alaffia logo with white emblem and text on a dark blue textured background.
Alaffia Brand Guidelines cover page with a blue textured background, dated March 2025 and prepared by Emerald.
Using AI to create imagery for an AI company
Leaning fully into the AI technology powering Alaffia, we used AI to generate futuristic and abstract textures to use throughout the brand. We tested many platforms and prompts before landing on a core list of suggestions.

We included these prompt suggestions in the brand guidelines so the team could continue to expand their image library over time.
Grid of six abstract rectangular panels with vertical lines, transitioning from light white and blue tones at the top to darker blue and black tones at the bottom.
Bringing the brand to life
Laptop displaying Alaffia login screen with blue abstract background and text about smarter healthcare admin.
Four dark blue business cards on a dark blue background, two displaying the name 'Alaffia' in large white letters, and two showing contact details for TJ Ademiluyi, CEO, including email, phone number, and website.Silver Alaffia logo with a geometric emblem on a wooden wall under ceiling lights.
Trade show display with 'Alaffia' logo, tagline 'Artificial intelligence. Real-life results.', and website alaffiahealth.com on a dark blue backdrop, alongside a white promotional counter with the Alaffia logo.
Four-panel infographic showing AI for clinical claim reviews: top left panel with dark abstract background and text 'Advanced AI to transform your claims operation'; top right panel depicts a flow chart showing 100 cases to review, 70 auto-approved, 30 flagged for human review leading to AI draft denial recommendation, clinician review, and AI denial letter, highlighting 20x clinician productivity gain; bottom left panel highlights an AI assistant for clinicians with 8x efficiency gain, and placeholder percentages; bottom right panel lists AI features for readmission review including identifying factors for denials, comparing clinical documentation, generating recommendations, and triaging workflows, on dark and white backgrounds.
WEBsite DESIGN
Website page showing Alaffia’s AI solutions empowering health plans with efficiency, including video thumbnail of two women discussing notes.
Text promoting Autodor integration within 30 days with a call-to-action button to get a demo on a dark background.
Webpage showing Alaffia recognized among top 50 digital health startups of 2024 by CB Insights with a blue banner and logos.Website header with Alaffia branding showcasing custom claim workflows and a dashboard screen, highlighting workflow details and a call to action button.
Diagram showing Defense in Depth with a central circle stating protection of data at every level from network to application, surrounded by six boxes labeled Human, Identity, Network, Endpoint, Application, and Data with brief descriptions and arrows indicating continuous security process.
Comparison of a website before and after redesign; before shows a man with a laptop and text about leveraging AI for claims, after features a modern blue interface with a welcome message and workflow queues.
product animations
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.
Animated graphic showing four diverse cartoon agents connected by lines in a circular network against a light background.Animated GIF illustrating clinical reasoning steps with a doctor icon and arrows connecting four hexagonal sections labeled Collect, Connect, Consider, and Construct.Animated GIF showing a puzzle piece being placed into its matching slot to verify human validation.Diagram showing 1,043 patient records divided into 748 correctly coded and 295 potential downcode records.
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