Masimo Stork
For Stork, a product that uses Masimo’s SET® technology—trusted in hospitals for accurate pulse rate and oxygen measurements even during movement—I helped define and build out its brand identity. I developed visuals and design elements that not only highlighted Stork’s values of safety, precision, and care but also brought a sense of fun and approachability to the brand.
Client: Masimo
Role: Visual Design
Supporting Designers: William Hong
What is Stork?
Stork is an advanced baby monitoring system combining four key components: the Boot, Camera, Hub, and App. Using FDA-cleared SET® technology trusted in NICUs for over 25 years, it tracks vital signs like pulse rate, oxygen saturation, and skin temperature. The Camera provides high-resolution video and two-way audio, while the Hub ensures seamless connectivity. Through the Stork App, parents can access real-time data and alerts, offering confidence and peace of mind.
Identity
Stork’s identity is all about combining warmth and innovation, and the logo perfectly captures that balance. Featuring a stork bird carrying an orange bundle, the design is a playful nod to the brand’s name and its connection to new life. The stork, a universal symbol of care and delivery, adds a sense of trust and approachability, while the clean, modern typography keeps the look fresh and contemporary. Together, the elements create a logo that feels both friendly and reliable, reflecting the brand’s commitment to supporting parents in a thoughtful and innovative way.
Visual Elements
Stork’s visual guidelines incorporate additional design elements, like egg shapes, to reinforce the brand’s identity. The egg symbolizes new beginnings and care, aligning perfectly with Stork’s mission of supporting families during their child’s early stages. These shapes are used thoughtfully across visuals to add softness, playfulness, and cohesion, enhancing the overall look while staying true to the brand’s nurturing and approachable personality.
Color
Stork’s color palette was designed to balance warmth and reliability while embracing the brand’s connection to early parenthood and family care. The warm oranges and tangerines convey a sense of care and approachability, while the cooler blueberry and eggplant tones bring calm and trust, creating a grounded yet inviting look. To further emphasize that Stork is geared toward new parents and their little ones, we gave the colors playful, charming nicknames, adding a fun and lighthearted touch to the brand. This approach not only reflects Stork’s nurturing spirit but also makes the identity feel even more approachable and relatable.
Photography
Stork’s photography style is warm, natural, and relatable, focusing on capturing genuine moments between parents and their little ones. The imagery emphasizes soft lighting, clean compositions, and a cozy, home-like atmosphere to evoke feelings of comfort and care. By showcasing real-life interactions and the seamless integration of Stork products, the photography reflects the brand’s nurturing and approachable identity while resonating with modern families.
