Eastern Rodeo and Little Plains blend light and paper in Camber’s healthcare software rebrand

Eastern Rodeo and Little Plains have helped to transform Juniper into Camber, creating an identity for the financial software platform that deliberately breaks from healthcare industry conventions. Camber builds behavioural healthcare software that automates billing processes, helping clinics manage revenue cycles and reduce administrative burdens through AI-enhanced automation. The collaboration between the New York and Singapore-based studios marked their first project together, allowing them to explore unexpected creative territory. Rather than following typical healthcare design patterns, the team drew inspiration from entirely different sources. “All of our points of inspiration were intentionally taken from outside the industry,” explains Eastern Rodeo. “We felt that, especially in the AI space, the design landscape can feel quite homogenous.” The strategic renaming from Juniper to Camber provided an opportunity to reset the brand narrative. Camber refers to a slight curve in roads or structures, expressing the concept of creating ease and support. “It’s a technical word, but it has softness to it, which we liked,” the studio notes. This thinking influenced their approach to incorporating paper textures and stationery elements, drawing from old insurance letterheads and subtle embossing effects while stripping away the stress typically associated with paperwork.