For 20 years, Persimmony has helped thousands of professionals break free from routine and focus on what truly matters—helping people. However, even the most useful product needs a fresh language over time. A language that is clear, relevant, and vibrant.
Persimmony is a Texas-based SaaS platform established in 2002 by a practicing physician. It assists governmental and commercial organizations in collecting, analyzing, and managing data in public health, early childhood development, and social support. The service addresses a critical issue in the U.S. healthcare and social support system: it reduces the time professionals spend on reports and bureaucracy, allowing them to focus more on patients and families.
The identity is based on the metaphor of a persimmon garden, symbolizing care, harmony, and naturalness. Japanese associations enhance the concept; for instance, the Sora font (meaning "sky") emphasizes the lightness and openness of the visual language.
The abstract symbol of the persimmon flower consists of four parts, representing the modularity of the product and the integration of various functions in one place for different user types. The square at the center refers to a pixel, symbolizing digital technology while also evoking a secure data storage, highlighting reliability and trust. At the same time, it maintains a clean composition through the use of negative space.
Considering that the name Persimmony can be challenging to perceive audibly and is visually dense with vertical letters, we focused on readability to ensure the logo is equally user-friendly and legible across screens, print, and interfaces.
We designed the website to ensure the user journey is straightforward and intuitive.
The audience for Persimmony primarily consists of educated professionals over 50, who are busy but lack extensive digital experience. For them, it's crucial to present information simply and minimize actions:
- We eliminated complex animations and sliders;
- Navigation is streamlined through simple scrolling and reading;
- We used large headings and fonts;
- Content is complemented with clear illustrations and icons.
We simplified the interface by avoiding complex animations and sliders. Navigation is now done through smooth scrolling and reading. We incorporated large headings and fonts, along with clear illustrations and icons for better understanding.
Currently, the Persimmony product is undergoing a complete rethinking. To bridge the gap between the old interface and the new identity, we proposed a temporary and cost-effective solution.
In this web app update, we refreshed only:
Fonts
Color palette
Panels
Shapes &icons
After the rebranding and website redesign, the client team noted a significant increase in user engagement:
Bounce Rate
–26%
Average time on site
+40%
The number of targeted actions on key pages increased.
"We never felt like we were being managed by an external agency; it felt like collaborating with a team of co-authors who were just as invested in the outcome as we were."
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James Greaves
CEO
CEO
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