Healthily
The challenge
Your.MD was a health app going places. With unrivalled clinical credentials and a comprehensive content library, they needed a look and feel that would blend medical assurance with lifestyle appeal, infusing warmth without losing credibility.
The approach
I began the way I always do – by listening. After spending time with executives and hands-on teams, I was able to get a sense of the company’s aspirations and culture. Using the evolution of comparable wellness sectors as a blueprint, I created a brand narrative that married the company’s personality to its strategy. I used this to steer internal and external teams, delivering a brand transformation across their product and comms in a few months.
This included
Analysing messaging and trends across sub-sectors within health
Crafting a core brand story with a fresh positioning
Bringing the story to life through hands-on content design and comms development
Creating guidelines, training teams and overseeing brand rollout
A project like this needs the entire business behind it. Listening to teams’ needs, training at all levels, and building strong relationships made brand advocates out of the whole company, from developers to in-house GPs.
The result
The transition to the new brand, Healthily, went smoothly, rolling out across their product, content and marketing. The resulting levelling up in profile was instrumental to securing a partnership with Reckitt Benckiser and £30m investor funding.
