A clinically credible, deeply human digital front door for Ayble Health

Ayble Health is a virtual clinic for GI and other chronic conditions, co-developed with Cleveland Clinic and backed by more than 15 clinical studies.

Ayble came to me because they had outgrown its brand identity. Its website still reflected the earlier, pre-clinical company rather than the care model it had become. Nina Montgomery, Head of Product, needed a digital front door that made the strength of the care clear while remaining warm and human for people living with chronic illness. It also had to speak to patients, employers, health plans, and health systems.

We began with two short brand sprints. I explored four visual directions around GI metaphors as evolutions of Ayble’s existing world. From the chosen direction, I developed the the spectrum gradient, patterns, photo treatments, icons and a full library of AI-generated photos and illustrations.

I worked with Jan Blunar, who designed the new marketing site. He documented components, text styles, and colour styles so Ayble can make new landing pages and partner variations without starting over.

With no original photography available, I art-directed AI-generated editorial imagery. Warm light offsets the cooler interface, while clothing and textiles carry the brand’s cooler tones. I also built a illustration workflow in FLORA, a generative AI tool, so the Ayble team can scale that visual language into app.

The site launched in August 2026, giving Ayble a digital presence that matches the maturity of its care, an extensible design system, and a shared sense of how the brand should look and feel as it grows.