Stuart Bell

Visual design

In-house at Berlin product companies

Ada Health

During my four years at Ada Health between 2018 and 2022, I started as a visual designer and grew into Awareness Team Lead while remaining a principal brand designer throughout. The work that follows is what I designed and shipped: the #TellAda campaign, the multi-language print system, brand and product video, the employer brand and events programme and the office signage at the Berlin headquarters.

Role
Principal Brand Designer
Years
2018–2022
Output
Brand system + #TellAda
Recognition
German Brand Award 2018
#TellAda — Underground platform with Imani, 'Hi Imani, I’m Ada. I can help if you’re feeling unwell.' on a coral field, with a motion-blurred train passing on the left

#TellAda

#TellAda ran from 2018 to 2020 as Ada Health’s flagship out-of-home campaign — across Berlin U-Bahn stations, the London Underground and London buses, alongside the digital and performance assets that ran online. The artwork system paired a rotating diverse cast with a typographic lockup, designed to scale from a single platform poster to a station-wide takeover. I coordinated casting, photo and video shoots in Berlin, and managed the agency relationships in Berlin and London end-to-end. An earlier iteration won the German Brand Award for Design in 2018, driving 55,000 new users and 1.5 million impressions.

#TellAda — London Underground execution with Colin, ‘Hi Colin, I’m Ada. I can help if you’re feeling unwell.’ on a blue field, with App Store and Google Play CTAs
#TellAda — Berlin U-Bahn station-wide takeover: three posters in a row in the German variant, Ülgen on yellow with 'Hi Ülgen, ich bin Ada', a blue Ada app-interface poster, and a teal symptom-selector poster
German Brand Award 2018 yearbook — the #TellAda case study printed inside, headed 'Special mention · Brand experience of the year', with the Berlin U-Bahn motion-blur photo and the campaign credits
Multi-language brochures — German (‘Ada — dein Gesundheitshelferin’) and English (‘Ada — your personal health guide’) versions laid side by side, the shared grid and phone mockup holding across both translations

Multilingual design system

Ada is a digital health product, and the field’s accuracy demands meant a constant pipeline of informational material — brochures and flyers, printed and digital. Scores were produced across the four years, often in multiple languages as Ada rolled into various markets (Romania, Tanzania), anchored by a shared grid and typographic system that held across translations of varying line-lengths.

Brand video

The video work covered three areas — brand films, employer-branding films and enterprise product films — produced under a shared visual system and a rotation of external cinematographers. I led the concept and project management end-to-end and contributed design and motion design directly, working with internal copywriters and designers alongside external production partners.

Office and events

Illuminated facade signage and adhesive vinyl wayfinding were produced for and installed at Ada’s Berlin HQ in collaboration with local fabricators, with the same palette and typographic discipline as the campaign work. Outside the office, conference booths, event activations and the Awareness Team’s #meetAda series — Ada’s recurring in-person events on digital healthcare — made Ada visible across the healthcare industry, each with its own set design, signage and promotional material under the shared system.

Berlin HQ entrance — illuminated ‘ada’ wordmark and brand mark mounted above the door, ‘ada.com’ decal on the glass
Conference booth at a developer event — ‘Hi developers, I’m Ada’ back wall with the illustrated brand pattern, headline stats, screens, bar stools and a branded counter
#meetAda event stage — freestanding ‘#meetAda’ letterforms on a brick-walled stage with branded cushions, ‘#meetAda — Leading future health conversations’ projected behind
Onboarding box opened — water bottle, branded notebook, hoodie, ‘Hi, Welcome’ card, pen and sticker laid out inside the navy box
Ada-branded tote bag carried in the office — navy canvas with an illustrated brand-system pattern of small scenes and the Ada wordmark
Promotional swag detail — navy Ada pens, illustrated brand-system stickers, and branded band-aids in their packaging
Ada running shirt held up in the office — blue jersey with the Ada logo on the chest and ‘#tellAda’ on the lower back

Employer branding

Employer branding was a partnership with the People Team — digital recruiting assets, careers-page material and the physical onboarding kit each new hire received in their first week. The kit was built on custom-sized boxes finished in textured paper aligned to the Ada palette, filled with hoodies, branded notebooks, water bottles, pens, band-aids and the rest; the notebooks were wrapped in the same textured paper as the boxes, so the kit read as a coordinated object rather than a set of separately-branded items.

Outcome

Four years inside Ada Health — a German Brand Award-winning OOH campaign with 1.5 million impressions, alongside brand video, multi-language print at scale, and a physical brand presence stretching from the Berlin office facade to London Underground platforms.

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