HealthTab
HealthTab is a pharmacy-based platform that makes routine blood testing fast, accessible, and empowering. As co-founder, I led the development of the brand and front-end product experience from concept to launch.
Case study
Challenge
Chronic diseases such as heart disease and diabetes are among the leading causes of illness and death, yet many go unmanaged due to limited access to timely, actionable health information. Traditional lab testing can be slow and inconvenient, creating barriers to preventive care. HealthTab set out to change this by turning community pharmacies into accessible testing hubs where people could check key biomarkers in minutes and take action sooner.
Strategy
The brand was built around empowerment and accessibility. By positioning HealthTab as a bridge between patients and healthcare providers, we aimed to give people direct control over their health data and a clearer understanding of what it meant. This thinking shaped everything from the name and tagline — Know better, live better — to the tone of voice and how results were visualized in a simple, human-centered way.
Execution
The logo was inspired by file folder tabs, symbolizing quick access to vital information. A clean, confident visual identity used a colour palette inspired by health-risk indicators and a clear, encouraging tone to make results easy to understand. The brand came to life across the digital kiosk, patient web app, pharmacist training tools, and launch communications, creating a seamless and trustworthy experience at the point of care.
Outcome
HealthTab was acquired by Avricore Health (TSX-V: AVCR) in 2017. More than a decade later, the brand continues to expand across Canada and into the UK, giving more people instant access to the health data they need to live better.
