CuraHealthcare:Platform,Brand&Campaigns
Acomprehensivehealthcareecosystemspanningamobileapp,webplatform,helpcenter,brandidentity,illustrations,andmarketingcampaigns—connectingpatientswithprovidersacrossSaudiArabia,Bahrain,andTurkey.
Overview
Cura is a telemedicine platform that connects patients with doctors, clinics, and pharmacies across Saudi Arabia, Bahrain, and Turkey. It was the first licensed telemedicine provider in the country, backed by ELM and Wa'ed (Aramco's VC arm), and eventually powered the Ministry of Health's own national "Sehha" app. What started as a mobile app grew into something much bigger: a provider dashboard, a patient help center, a full visual brand, custom illustrations, marketing campaigns, and a wellness platform.
My Role
I joined before the brand existed and before anything had shipped. Over six years, my role changed as the company did.
I started on product design, moved into building the mobile app on iOS and Android with Xamarin, then shifted to the web and led the frontend engineering team on the Next.js platform. I also designed the brand identity, the illustration system, and the marketing campaigns. It wasn't one job so much as whatever the product needed at the time.
Brand Identity
The name "Cura" is Latin for care, and that shaped everything. The identity needed to feel trustworthy without feeling clinical, and warm without feeling unserious. The logo mark uses overlapping conversation shapes in blue and coral gradients, a nod to both healthcare and the human side of the product.
Colors
| Swatch | Hex | Usage |
|---|---|---|
| Blue | #3492DB | Primary brand, CTAs |
| Navy | #1151A1 | Secondary, accents |
| Charcoal | #222428 | Headings, dark backgrounds |
| Grey | #505050 | Body text |
| Light Grey | #D9DED7 | Borders, dividers |
| White | #FFFFFF | Backgrounds, contrast |
Typography
The type system works across both Arabic and Latin scripts. Since most users were on small mobile screens in an Arabic-first context, legibility and proper RTL spacing came first. The scale was built for mobile and adapted up to the web dashboard and print materials from there.
Illustrations
The illustration style was built from scratch. Characters have soft, rounded forms drawn in the brand palette, usually in everyday medical moments: a patient on a video call, a doctor reviewing a chart, a prescription being filled.
The system covers onboarding screens, empty states, help center graphics, campaign visuals, and error and success states across mobile and web. Consistent line weight, palette, and character design kept everything coherent as the library grew.
Mobile App
The app is where most patients interact with Cura: booking appointments, consulting doctors over video, viewing prescriptions, and managing health records. I designed and built it across iOS and Android.
The booking flow moves from specialty selection to doctor browsing to time slot confirmation, each step narrowing the options without bouncing between screens. The video consultation view keeps things minimal: the feed takes up most of the screen, controls stay out of the way, and a side panel lets users share links or documents mid-call. Lab results and prescriptions show up in a timeline, with clear visual markers for normal, borderline, and abnormal values.
Web App (Provider Dashboard)
On the web side, I led the frontend for the provider dashboard, built in Next.js. It gives doctors and clinic administrators the tools to run their practice online: scheduling, patient management, video calls, and financial reporting.
Providers set their weekly availability, block off time, and view their calendar by day, week, or month. The patient directory is searchable with quick actions to start a call, send a message, or write a prescription. For busier clinics, a queue view shows who's waiting and who's in a call, with a single click to admit the next patient.
Help Center
The help center is a standalone web property: a searchable knowledge base organized by audience, covering account setup, booking, payments, technical requirements, and privacy. The goal was to make support self-serve as much as possible. The design follows the brand's visual language, with illustrations breaking up longer sections and a contact form at the end for anything the articles don't cover.
Marketing Campaigns
I handled the creative for campaigns across Saudi Arabia, Bahrain, and Turkey. The "Consult from Home" campaign ran early in the pandemic, leaning on the illustration system to show people consulting from their living rooms, with messaging focused on staying safe while still getting care. A separate campaign targeted clinics and independent doctors, showing how Cura could simplify a doctor's day. Seasonal campaigns for Ramadan and flu season followed, each with custom illustrations and tailored copy.
Outcome
Cura ended up serving hundreds of thousands of patients across Saudi Arabia, Bahrain, and Turkey, powering the Ministry of Health's national telemedicine app, and becoming the first Saudi telemedicine provider to integrate with Bupa and MedGulf. For me it was also the project that made clear that job titles matter a lot less than staying close to what the product actually needs. I designed it, built it on mobile, then built it on the web, and each phase taught me things I wouldn't have learned staying in one lane.