Suki

2025

AI is changing healthcare — this much is inevitable. The question is whether it makes clinicians more mechanical or more human. As clinical tools have multiplied, so has the cognitive load placed on providers. It has splintered attention, pulled focus away from patients, and turned care into a Sisyphean task: pushing the weight of documentation and administrative demands uphill, day after day. While AI promised relief, the category quickly devolved into an arms race of features, near-identical claims, and technical bravado. Suki, a healthcare AI company, didn’t want to win that race. They wanted to change the terms of it entirely.

suki.ai ↗

Suki sat within a saturated market of "ambient AI scribes," all claiming to solve burnout by shaving seconds off documentation. The messaging was loud, tactical, and forgettable. Plus Suki was already operating far beyond "scribe," building an invisible assistive layer across clinical workflow. Suki aimed to translate its differentiated product offering into a cohesive and compelling narrative that clearly sets it apart. They wanted their brand identity to resonate with the grit of practicing medicine, elevating the conversation from productivity to purpose.

We visualized Suki’s assistive role in clinicians’ workflow, through this graphic linear system. The two colors represent both Suki and clinicians — always in motion and seamlessly integrated.

Building Presence

We started building our strategy with real clinical encounters. Our Strategy team shadowed a doctor using Suki live with patients, observing not just what the product did, but how it changed the room — where attention moved, where stress accumulated, and where Suki lifted the burden.

We conducted in-depth interviews with Suki's clinician community, listening for pain points while pressure-testing what resonated with clinical realities. Burnout, we realized, wasn't the root problem. It was a symptom of a system that pulls clinicians away from the human connection that makes care meaningful.

One insight surfaced again and again: The problem was never just paperwork. It was what paperwork took away — presence. That became our strategic unlock.

Presence is a feeling everyone recognizes — and something technology has quietly eroded.

Whether in an exam room, meeting room, or living room, we all feel the difference when someone is truly present. With presence comes focus, trust, and a sense of being seen as a human, not as a transaction.

We framed presence as a concrete outcome of better systems — one that could speak credibly to clinicians, patients, and organizations alike. Suki's new vision: building presence at the heart of care, became the foundation for an identity system that gave the strategy form, voice, and coherence.

Designing Presence

With strategy in place, we translated presence into a cohesive identity system — one signaling the same intelligent restraint and reliability as the product itself.

We avoided the visual tropes dominating healthcare AI: abstract gradients and glowing orbs. Instead, through a graphic linear system, we expressed Suki's assistive role with clinicians — always in motion and seamlessly integrated.

We shifted the primary brand color from category blues and greens to yellow, introducing warmth and optimism into a space defined by seriousness and fatigue. And we redesigned the logo to sit comfortably within this visual system — bolder, more contemporary, confident, and aligned with Suki's leadership.

In partnership with Wild, a fellow Residence company, we created a new website for Suki that carries the refreshed identity into a live, functional experience.