Jona - Alexis Kafkis

Jona

Discover Within

Role: Brand Strategy, Creative Direction, Copywriting, Brand Director, Content, Marketing

Jona is the first microbiome test with an LLM to offer AI-powered insights based on the latest published research. The platform pushes beyond the limited knowledge of single human clinicians and leverages the entire scientific literature on the microbiome to provide the most holistic view of the microbiome ever. I was approached by the founder, a veteran in AI health tech, to help him develop a brand as big as his vision for the future of health. With a small team, we crafted a brand identity that strategically supported the product and communications that helped convey the complex science behind the platform. My work in brand strategy transitioned into a Brand Director role as the company evolved, managing all customer communications, content, and creative.

Website: jona.health

BRAND

The founder was inspired by the Biblical story of Jonah and The Whale as it mirrors the journey of customers combating chronic health issues; an explorer of the sea, his story starts in the ocean, thrown overboard by raging waves into the darkness of the whale's belly.

Like the ocean, the microbiome is a world full of life and beauty. The ocean and its ecosystems metaphorically and visually mirror the microbiome's complex micro-ecosystem. The visual direction is inspired by the sea’s subtle textures and nuances.

The brand identity defines, details, and indexes every visual element that composes the brand and creates the Jona universe. Logo, type, color, photography, and graphic elements combine to build a visual ecosystem that expresses the brand across all touchpoints.

PRODUCT

In designing the microbiome platform, the creative direction drew heavily from the vast, interconnected world of the ocean—a fitting metaphor for the intricate ecosystems within the human microbiome. I collaborated closely with the Product and Design team to ensure that this oceanic inspiration was reflected at every touchpoint, from user interface design to the physical testing box. Together, we aligned the platform’s visuals and functionality with the brand’s vision, ensuring that users not only understood the science behind AI-powered microbiome testing but also felt connected to the brand’s mission of fostering deep, personalized health insights. Every detail, from the color palette to the fluid navigation, embodied the brand's essence, creating a cohesive experience that resonated with users.

COMMUNICATIONS

One of the most significant challenges in science communication is translating highly technical concepts into digestible and engaging narratives for diverse audiences. With AI-powered microbiome testing, the complexity arises from the need to explain advanced technology like artificial intelligence, the nuances of microbiome analysis, and their implications for health in a way that remains accessible and compelling. My role was to bridge this gap by crafting clear, informative, and impactful messaging that educates without overwhelming. The goal was to ensure that both scientific professionals and health-conscious consumers could understand how cutting-edge AI technology can personalize their health journey.