Machinify, 2025
Branding & Identity
Machinify is an AI company revolutionizing healthcare operations through automation.
As Machinify transitions from a traditional services model to a product-driven platform powered by machine learning and LLMs, they needed a brand identity that streamlines operations and establishes a frictionless healthcare ecosystem. Through branding and web design, we built a system rooted in clarity, trust, and adaptability.
Project Description
40 years of healthcare payment integrity brought deep expertise to a broken system. Machinify, a healthcare payment integrity provider with four decades of legacy, faced a fundamental challenge. The healthcare system was crippling the country with unsustainable costs and inefficiencies. As the company evolved from traditional services to a product-driven AI platform, once-reliable industry positioning felt outdated in a landscape demanding both human connection and technological sophistication.
Our charge: Make Machinify the trusted intelligence that makes every dollar do more. To manifest this intelligence, Machinify required a bold reframing—credible yet approachable, technical yet human. We built distinct audience cohorts with defined motivations, recognizing that healthcare executives, clinical leaders, and financial decision-makers each needed tailored engagement strategies. The duality between human expertise and AI capability sits at the heart of our brand system, visualizing Machinify as both trusted advisor and transformative innovator. Our tonal framework bridges inspired curiosity with mature confidence.
We created an identity demonstrating "disruptively simple, powerfully clear solutions" across complex B2B touchpoints. This evolved identity gives Machinify a flexible foundation built to scale as both company and industry transform, positioning them to lead healthcare's next chapter: where intelligence meets integrity.
Contribution
Evolving the design system & Applying the system across initiatives:
UI/UX (interaction design, fidelity mockups), Branding (tone, visual language, audience engagement), Identity (modular logos, typography), Web Modules (responsive, interactive components)
Team
Fictive Kin, Design:
Josh Smith, Kim Inthirath, Alek Hamid, Seoyeon Park, Mint Zhai
Fonts
KMR Apparat - Kimera Corp
Fabric Serif - Monokrom Skriftforlag
General Grotesque - General Type Studio