Camber

Healthcare software, made calm. Camber helps medical practices reduce administrative burden and improve workflow efficiency. To bring their vision of clearer, simpler healthcare to life, they partnered with Little Plains.

We emphasized the Z-axis to provide a sense of depth to the digital experience.

Camber (formerly Juniper) began in behavioral therapy billing before expanding into broader healthcare operations.

Their early brand got them to product-market fit, but leaned heavily on acronyms and insider language, making it difficult for clinics to quickly see the value.

Before renaming & rebranding, 'Camber' was Juniper.

A more distinctive, human identity was needed.

We wanted to reference the tactility and texture of paper, a big part of the practice's world we were seeking to optimize.

We repositioned Camber from a specialty tool into a comprehensive healthcare operations platform.

The new brand unifies visuals, naming, and messaging to express expanded capabilities while keeping the experience intuitive for busy healthcare teams.

A combination of skeuomorphism, clean typography, and minimalist, calming hues, together.

Camber is a term for a subtle, intentional curve used to keep systems running smoothly, found in roads, lenses, and engineering.

It reflects balance, adjustment, and optimized performance.

A diagram showing where 'Camber' the name was born out of; a slight, intentional curve often associated with traction and grip for vehicle's wheels.

The name positions Camber as a supportive force that improves healthcare operations with clarity and precision.

The Gamma symbol. It can mean many things, including being linked to intential brainwaves, detecting sensitivity in change, and curvature. A perfect easter egg for the engineering-minded team.

We created a custom wordmark featuring a modified gamma symbol (γ), a nod to intelligence, signal, and scientific precision.

Its angled spine mirrors architectural camber curves, reinforcing themes of balance, flow, and optimization across the identity.

The isolation and integration of the Gamma symbol for 'r'

Camber translates medical and administrative complexity into clear, approachable language for every stakeholder, from clinicians to operations teams.

The voice is confident and warm. It prioritizes clarity, avoids jargon, and ensures expertise never feels cold or clinical.

We referenced 'Hemmingway editing' to produce concise, simple sentences.

We built a lucent palette of cool blues, greens, and neutral tones to create a balanced environment where clinical precision meets calm.

Inspired by nature and James Turrell’s work with light, the system feels grounded yet expansive, establishing a soft “sanctuary of calm” in a crowded category.

Inspired by the James Turrell, we build a library of colors and tones to ease and calm our users.

Incorporate text, color, and UI design together, the brand system is starting to take shape.

We incorporated textured, skeuomorphic materials that echo traditional medical paperwork but elevate it with premium tactility.

This bridges the gap between legacy documentation and modern digital workflows, reinforcing Camber’s role in streamlining administration.

We looked through paper samples to find just the right reference colors, textures, and compositions.

To create the perfect balance and blend of online / offline design.

Soft tonal gradients and spherical forms communicate serenity and precision. Contrasting light and shadow adds depth without sacrificing cohesion.

By avoiding conventional healthcare imagery, we introduced modern visual metaphors that feel human, warm, and quietly confident.

We explored imagery that was at once both abstract and inviting, metaphorical, and literal.

Seeing the tonal hues on the site integrated into the rounded UI, we knew we were striking just the right balance.

Working within health, tech, and AI - its an interesting time to explore visual motifs at once old, and new - to try and express what a brand stands for.

We designed an intuitive navigation system with a clear information architecture to reduce cognitive load.

Z-axis principles create depth and focus: floating cards, soft blur, and gentle motion build an experience that feels peaceful and effortless.

The site moves slowly and empathetically, making complex information easy to understand on desktop and mobile.

It's fun to create worlds within worlds, like a universe within a spec of sand. Camber was no different.

I still feel like my cortisol levels lower whenever I look at Camber's brand elements.

In one of our first end-to-end projects at Little Plains, we spent a lot of time working on the right easing and motion for content choreography. It had to feel right for the brand, and animation is just as important for digital interfaces to get right, as colors or UI.

Through strategic rebranding, Camber gained a clear, confident identity that resonates with healthcare professionals.

The new brand strengthens their market presence and supports continued growth at scale.

Credits

Patty Reyes: Product Manager
Eri Miyagi (Eastern Rodeo): Art Direction
Marissa Lim (Eastern Rodeo): Art Direction
Elliot Robinson: Motion Direction
Isaac Martin: Development
Marek Czyz: UI/UX Design
Emmett Shine: Creative Director
Alex Leiphart: Digital Creative Director
Michelle Riis: Account Manager
Laura Romero: Operations

Featured

Color Tags

Color

Projects

Camber

Credits