by ibby
Trellis rebrand by How&How reimagines generational healthcare with a thoughtful identity, modular grid system, and human-first visuals designed to bring clarity to motherhood and medical history.
Design can clarify chaos. And if there’s a category begging for clarity it’s healthcare. Especially the part quietly powered by moms. In the US, nine out of ten mothers manage their family’s medical history in Apple Notes. Not because they want to but because the system leaves them nowhere else to put it. Records scattered across states. Insurance portals that feel like escape rooms. A data trail so fragmented it almost guarantees something gets lost along the way.
Enter Trellis, a new platform designed to organize and preserve generational health built for the realities of mothers today, and the families who come after them. London- and LA-based studio How&How partnered with Trellis to craft a brand and interface that honors complexity without letting it overwhelm.
A Framework for Life
The identity starts with structure — a flexible, modular grid that becomes a quiet stage for stories, data, and personal detail. It grows and shifts like family life itself, a system that adapts instead of forcing users to.
Soft-toned, natural photography grounds the platform in real families — pregnancy, postpartum, and the everyday chapters in between. It’s not stock photo perfect; it’s honest, warm, human.
Look closely and you’ll find a fingerprint motif threaded throughout, a subtle reminder that medical data isn’t abstract — it’s personal. It also shapes the new Trellis mark, a fingerprint swirl forming a hidden “T”, anchoring the identity in this idea of personal legacy.
Tone with Tender Strength
Trellis introduces a voice borrowed from midwives — grounded, direct, fearless, and empathetic. It’s design language that knows when to soften and when to tell the truth with clarity. No sugar-coating, no jargon, no confusion.
The result is a platform that feels equal parts medical vault and emotional archive — a place where data becomes continuity, memory, and future planning.
A Brand That Stands Up to the System
“For mothers today and generations to come” isn’t just a line. With Trellis, generational health becomes something that isn’t just hoped for, but designed for. A rare example of healthcare tech where the branding is as thoughtful as the mission. Mother of all healthcare apps.
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