Setting the scene for price convergence... literally.
Turquoise Health
Turquoise Health is the healthcare industry's most comprehensive price transparency platform.
Founded in 2020 in San Diego, they build digital products that give consumers insight into the price of healthcare while encouraging competition with accessible, usable data.
As the company prepared to publish its first white paper, the challenge was clear: how do you communicate serious clinical insights without losing the audience in a wall of text?
Working closely with marketing managers and our dedicated researcher, I understood that in an industry often viewed as overly technical or dull, compelling visuals could humanize research and spark engagement.
I adopted editorial magazine design principles—using layout rhythm, visual segmentation, and creative illustration to guide the reader through complex ideas in an intuitive way that echoed high-end thought leadership magazines like HBR.
Each topic became its own visual “feature,” while maintaining the credibility and structure expected in a corporate healthcare setting. The goal was to bring emotional clarity to technical content without compromising the message.
The finished piece became more than a report—it was a statement of brand character. The design-forward approach not only held attention but helped marketing teams use it as a conversation-starter across digital channels and thought leadership events.