The healthcare industry wasn’t keeping pace with technological change. Buoy, an AI-assisted symptom-checker, changed that with their free, easy-to-use app. It not only identified with 97% accuracy what was making you sick, but it recommended what to do next and where to go for help. The real challenge was in changing consumer behavior and mindsets regarding online medical support. The visual identity ripe with rounded, human forms and free-flowing line illustrations helps to convey the softer side of healthcare that carried the user along the journey to health.

Sam brings 20+ years of experience at prestigious design firms from London to New York, including Newell & Sorrell, Interbrand and Lippincott. He’s played an integral role in the branding of TACA Airlines, Avianca Airlines, Stanley tools, Black + Decker, Bios, The Vitamin Shoppe, Southwest Airlines. More recently branding Buoy Health, Daymaker, Frywall, 212 Track CLub, Kim Foley, Sparkfire Ventures, and Northpond Ventures. Sam recently lead design initiatives for Daymaker, Barrel Creek Provisions and Northpond Ventures. He’s designed identities for Fortune 500 companies and some of the most promising start-ups of our time.

Pencil Worx is an independent design studio located in NYC. Creating iconic brands from start to finish, transforming businesses through creativity. Each idea starts with a simple pencil sketch. Developing creative work that hangs in the gallery of everyday life – from the Southwest planes flying overhead to the Stanley tape measure in your toolbox. Pencil Worx has designed logos for Fortune 500 companies and some of the most promising start-ups of our time.