Forum Health Gut Insights

Designing the end-to-end experience for a gut health diagnostic kit — from purchase to activation to results — for a virtual functional medicine clinic.

A virtual clinic bringing functional medicine to your doorstep

Forum Health is a nationwide network of functional and integrative medicine clinics. Their Gut Insights product is a direct-to-consumer diagnostic test kit — users purchase it online, receive a collection kit at home, activate it via QR code, complete the test, and receive detailed gut health reports on a personalized dashboard.

Our Approach

We built the identity around the idea of motion as style. The blurred neon environment in the project visuals became our foundation — glowing reds, soft diffusions, shadows, and silhouettes that feel almost cinematic.
We wanted the brand to evoke the feeling of walking through a city at night: energetic, stylish, and slightly surreal.

Every element from typography to color reflects this duality of precision and atmosphere.

Problem

Users were buying the kit — but not completing the journey.

Forum Health's gut test had a promising product-market fit, but the digital experience was creating friction at every step. Users dropped off during checkout, lost activation codes, and felt underwhelmed by the results experience.