Tides Medical
My Role
Brand Guidelines
Print, Digital, Web Collateral
Information + Data Visualization
Iconography
Team
Sarah Marr
Allison Billeaud
Tides Medical is a biotechnology company specializing in amniotic skin substitutes and advanced wound care therapies.
As the company grew beyond its original product into a portfolio of sub-brands, its visual identity hadn't kept pace. It left conflicting identities, inconsistent collateral, and a brand caught between clinicians and consumers.
I led the Tides marketing team to consolidate the refreshed identity, developing a flexible system that unified the parent brand with its sub-brands, including brand guidelines, print collateral, and digital assets.
Photography by Benjamin Spell + James Orillion
The Gradient
Originally static, the Tides fingerprint gradient was reworked to be dynamic, allowing the start and end points to shift so it could be applied more effectively across materials.
The Tides Palette
As the company added products over the years, the brand palette expanded, but clashing colors and muddled recognition followed. We returned Tides' main palette to its classic blues. With the addition of a darker neutral, every other color became secondary, reserved for specific products, purposes, or occasions.
Tides Medicare reimbursement guide for clinicians
Product Branding
Tides offers two wound care product lines: amniotic skin substitutes (the Artacent line) and non-amniotic grafts. Previously, products drew freely from an expanding color palette (usually defaulting to Tides Blue) and disconnected visuals.
Now, each product palette anchors to at least one core Tides brand color and its own gradient, with defined color ratios that give each sub-brand a distinct, consistent identity.
Artacent Family
As Tides' first amniotic products, the Artacent line's visuals draw heavily from the main brand, relying on Tides blues, bright white, and some muted greens, older legacy colors from Tides' founding days.
APLICOR 3D
As Tides' main non-amniotic product, APLICOR 3D is a bioprinting platform that uses AI and a patient’s own fat tissue to create a personalized graft, precisely matching the size and depth of the patient’s wound.
Introducing the APLICOR 3D brand to U.S. markets
Tides Medical partnered with ROKIT Healthcare (Korea) as the sole U.S. distributor of this wound care technology.
Using pre-determined assets of orange and blue palette and a "technology" take on the fingerprint mark, I formed the APLICOR 3D brand as it launched and grew across the United States market.
To reflect both the brand's approachable personality and the clinical precision of the products, I designed custom icons that blend soft corners with sharp edges.
