HMS

Client
HMS
Location
Saudi Arabia
Scope
Brand strategy, bilingual logo & visual identity, iconography

About the project

HMS is a digital health and wearable technology brand focused on accessible, reliable health monitoring. We developed a pulse-inspired visual identity with English and Arabic wordmarks, then extended it across app icons, stationery, and brand applications.

HMS strategic visual identity cover with a white health-monitoring wordmark over layered blue forms.

A whisper of care

HMS develops digital health and wearable technology. We shaped an identity that balances a clear, technical character with the care and accessibility at the heart of the brand.

The brand foundations

The strategy brings empathy, innovation, and reliability into a shared direction. HMS’s purpose, vision, mission, attributes, and caregiver archetype establish the principles behind the identity.

HMS brand purpose and values focused on digital health monitoring, empathy, innovation, sustainability, excellence, and collaboration.
HMS vision and mission statements about accessible real-time health monitoring and digital health wearables.
HMS brand attributes: advanced technology, accessibility, adaptability, reliable real-time monitoring, and cross-sector collaboration.
HMS Caregiver brand archetype statement about supporting users to lead healthier lives.

A pulse at the heart of the identity

The symbol combines a heartbeat with the letter M. Its rhythm gives HMS a recognizable signature across the English and Arabic wordmarks, with a shared structure connecting both languages.

HMS brand concept combining a heartbeat line with the letter M to symbolize movement, vitality, innovation, and creativity.
HMS wordmark construction grid showing the proportions and angles of the central M monogram.
Three-dimensional HMS wordmark with the M monogram enclosed in a dark sphere.
HMS monogram displayed over stacked geometric forms and a dark gray panel.
HMS Arabic brand concept combining a heartbeat line with the Arabic letter seen in the bilingual monogram.
Arabic HMS wordmark construction grid showing the proportions of the central monogram.

Designed for digital use

A rounded app icon gives the symbol a clear home on screen. Typography and line icons extend the system into a practical visual language for health technology.

HMS squircle construction diagram combining a square and circle for the app-icon shape.
HMS app icon displayed on a smartphone home screen beside Google, Facebook, and Gmail.
HMS blue and dark gray app-icon size variations with the white M monogram.
HMS typography specimen using Wix Madefor in blue across multiple weights.
Blue HMS line-icon set for audio, heart rate, connectivity, performance, movement, collaboration, technology, and touch.

From screen to everyday touchpoints

The same identity connects stationery, company materials, and product applications. Blue, pale neutrals, and dimensional forms give the brand a consistent presence across these touchpoints.

Blue and white HMS business cards for Abdullah Alharbi arranged on concrete.
White HMS letterhead with blue logo and contact details resting across black metal bars.
Blue HMS company profile booklet with white technical line graphics on a gray surface.
White HMS health-monitoring earbuds displayed against stacked dark geometric forms with the line A Whisper of Care.

Thank you

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A clear scope.
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Straightforward
answers.

01

How are you different from an agency or a freelancer?

A freelancer gives you files. An agency gives you an account manager. We give you a small senior team that stays with you from strategy to launch, with identity, packaging, motion, 3D and campaigns all made under one roof, around one idea.

02

Which package is right for us?

Standard provides the essential foundation. Premium adds deeper strategy and a fuller identity. Iconic extends the strategic and creative scope. We’ll recommend the right level after reviewing your brief.

03

How long does it take?

Typical timelines are 3–4 weeks for Standard, 3–6 weeks for Premium and 5–8 weeks for Iconic. We confirm the schedule with the scope.

04

Do you work internationally?

Yes. We’ve built brands for clients in 30+ countries, from Riyadh and Dubai to London and Los Angeles, in Arabic, English or both. Workshops run live over video, and you’ll always know where the project stands.

05

Can you build our website?

Yes. If you’d like a website, you can add one to any branding package. We can build it with custom code or in Framer, and we’ll help you choose what fits your project. Premium and Iconic already include website and email design guides.

06

How do we get started?

Send us a short brief. We’ll book a call, then share a proposal with scope, timeline and investment. Every project starts with a brand workshop, and you review and shape each stage with us, so there’s never a big reveal to worry about.