Tulip Trials

Tulip Trials is a medical research company specializing in recruiting patients for clinical trials. The founder approached me to design a logo and brand identity that would feel trustworthy, approachable, and distinct in the healthcare space.

His initial vision was simple and monochrome. I pushed for something more memorable.

I started by studying the competition — clinical trial recruiters, healthcare startups, pharma brands. Most played it safe with generic medical imagery. There was room to stand out.

Then I studied the tulip itself. The anatomy of the flower, the geometry of the petals, the way colors blend at the edges. This became the foundation for the mark.

I created 20+ variations exploring different directions — abstract petals, geometric forms, hand-drawn styles. The goal was to find something visually interesting that evokes calm while remaining vibrant.

The client initially favored minimal options, but I pushed toward something more modern and distinctive.

After sharing explorations with the client, we narrowed down to three directions. Each balanced approachability with professionalism — important for a company asking people to participate in medical research.

The final logo uses overlapping petals with a gradient that shifts from cool blue to warm teal. It's recognizable at small sizes, works on light and dark backgrounds, and feels both scientific and human.

Deliverables included the final logo (light/dark versions), color palette, brand guidelines, and a slide deck template.

"The logo I imagined was simple, monochrome and easy to understand. The final logo is complex, beautiful, colorful yet approachable and eye-catching."

— Cole Roberts, Founder of Tulip Trials