Arthur Foliard
Arthur Foliard
Woman pulling a playful face beside the Nurx logo on a pale blue background, brand identity by Koto

It’s the system that’s sick

In the US market, accessing even basic prescription medications can be time-consuming and expensive. Instead, Nurx delivers birth control, PrEP, and other sexual health treatments on-demand, with no insurance needed. Because they focus on overhauling a broken system, they needed a brand to match their attitude and aspirations.

Hand holding a pill, circled in marker, beside the handwritten Nurx line “The freedom to live well” on red
Nurx rooftop billboard with handwritten slogans including “The choices I make make me”
Nurx ad on pale green with a hand lowering a swab into a test tube and the handwritten line “No worrying no waiting”
Nurx sub-brand wordmarks in white on black: Nurx.GYN, Nurx.PrEP, Nurx.PlanB, Nurx.HPV and Nurx.com
Nurx “N.” monogram as a white app icon on black

Our bodies our rules

First, we developed a brand strategy around the three things Nurx gives its users. Specifically, it offers greater control over their bodies, more affordable treatments, and the freedom to live well. As a result, this strategy became the starting point for a bold visual and verbal identity.

Nurx custom typeface specimens with handwritten alphabets and the line “The choices I make make me”
Handwritten Nurx headline “The system is sick” in black marker on red, with arrows
Nurx medication boxes, including Nurx.HPV, arranged on a pale blue surface
Wall of Nurx street posters pairing portraits with handwritten slogans such as “My body my rules”
Nurx ad with a woman in a black T-shirt and the handwritten line “More power to you” on red
Hand holding a contraceptive ring against a pale blue background, from the Nurx art direction
Hand on a green background with a marker-drawn circle and arrows, from the Nurx art direction

Radically real care

We wanted the new brand to act as a revolutionary rallying cry. At the same time, it reflects the high standard of care from their qualified physicians. Five new custom typefaces embody both the spirit of protest and the familiarity of handwritten prescriptions. Furthermore, a single-minded wordmark anchors the identity and cements Nurx's presence in the healthcare space. Finally, a hand-drawn full-stop underlines their intent and marks a new chapter in healthcare.

Nurx website hero reading “Healthcare reimagined” beside a woman's portrait
Three phones on pink showing Nurx social posts with handwritten slogans such as “Live well. Love well.”
Person holding up a red flag painted with the Nurx slogan “Your body your rules”
Black T-shirt with a large vertical white Nurx logo
Hand holding a white tote bag with the Nurx logo against a green background

A celebration of people

We interviewed users and physicians across Miami, Dallas, Indianapolis, and San Francisco. Above all, we wanted to put them right at the heart of the new brand. Therefore, we spent a week photographing 27 of them in a candid style that feels like a real movement.

Contact sheet from the Nurx portrait shoot, marked up by hand with “Miami – San Francisco”
Behind the scenes of the Nurx photo shoot: a man standing on a lit set, circled in marker

Thank you

With thanks to Hans, Eddie, Katelyn, and the rest of the client team.

Produced as part of a team at Koto

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