Thoughtful brand and product design are essential when building modern healthcare platforms. Counsel integrates intuitive UX across both member and provider interfaces, along with a structured brand system, to deliver care that expands access, reduces complexity, and builds patient trust.
Counsel was recently selected as a finalist for The Healthies, a first-of-its-kind award published by The Company Advice, recognizing companies across two categories: Brand + Marketing and Product Design (UI/UX). Counsel is a finalist in both. The recognition is meaningful because of what it represents: the belief that in healthcare, brand and product design are more than surface-level elements of a company’s DNA, they are critical vehicles that signal safety, clarity, and patient-centricity.
From the beginning, we’ve believed that if medical AI is going to operate at the front door to care, the experience surrounding it must reflect the same rigor as the clinical systems beneath it. Counsel’s brand and product design thus become part of a robust infrastructure intended to responsibly modernize healthcare access.
Counsel was built around a simple mission: to multiply the world’s clinical capacity. Access should feel abundant, and care should be modern, continuous, and uncompromisingly safe.
Our brand system is built on a four-pillar framework:
This framework informs our visual identity (typography, layout, and color usage), ensuring alignment across every channel, touchpoint, and GTM motion.
Counsel’s messaging is also designed with intention. Our tone is confident but grounded, warm without being casual, and precise without being cold. Every visual and verbal element ladders back to our North Star and the philosophy that safe medical AI must be governed, supervised, and thoughtfully designed.
Beyond messaging, our marketing assets, product flows, and safety guardrails are developed in parallel, not sequentially. As a result, the campaign assets we deploy reflect how we deliver care to covered populations and how individual members experience the product. The coherence is deliberate because healthcare has felt fragmented for too long, eroding patient trust. Counsel aims to rebuild that trust through a care delivery model that feels seamless, creating a front door for the modern era.
The Healthies recognized Counsel not only for our brand work, but also for product design. This dual recognition underscores the importance of both and how they go hand in hand.
In healthcare, good UX is not about novelty. It is about reducing cognitive load for both patients and providers when decisions matter most. The interface becomes part of the care journey, and therefore part of the accountability structure.
For members, Counsel is designed to deliver high-quality care, adopting a messaging-based modality that aligns with how patients seek care today. Through our mobile and desktop experiences, members can see:
.png)
For our in-house medical group, Counsel has designed and built the Clinician Cockpit, our proprietary EHR. This provider-facing interface enhances clinical efficiency while preserving safety and ensuring consistent care for every member.
Being named a finalist by The Healthies affirms our belief that healthcare brands, especially those at the forefront of modernizing access, can develop systems that are both safe and approachable, and that thoughtful design is a strategic advantage.
But awards are not the objective. Building a responsible front door to care, one that reflects the standards patients and partners deserve, is what we remain committed to.
Javier Monterrosa is a healthcare marketing leader who has spent his career driving growth across AI, metabolic health, interoperability, and EHR companies. He holds a Master’s in Analytics and has co-authored published research examining how strategic decisions shape business growth. Having grown up in Latin America, he is driven to partner with mission-driven teams committed to improving healthcare access and outcomes through responsible technology.
Denny McFadden is a product design leader with a track record of building impactful, user-centered experiences. At Counsel, he leads product design strategy, translating complex ideas into intuitive, elegant solutions that balance usability with clinical rigor. His work spans consumer-facing products, internal tools, and scalable design systems, with a focus on clarity, craft, and measurable impact. He is passionate about creating thoughtful experiences that meaningfully improve how people access and experience care.
Our content is created for informational purposes and should not replace professional medical care. For personalized guidance, talk to a licensed physician. Learn more about our editorial standards and review process.
