CASE STUDY
Personify Health
Creating a bold new healthcare brand that puts people at the center
Experience Strategy & Planning | Site UX/UI Design & Systems | Site Development
Challenge
We asked ourselves these questions when we were chosen to create the brand strategy and expression for the merger of Virgin Pulse (a leading digital-first health and wellbeing company) and HealthComp (the largest independent health-plan administrator).
The new company was formed to tackle increasing healthcare costs and complexity with an innovative, holistic approach, offering health benefits administration, engaging wellbeing programs, data-backed analytical tools, and concierge-level service — all on one platform.
Solutions
From how to go to market to what name to use, one answer emerged and guided us throughout the work: it’s all about the people. Partnering with leaders from the combined organization, we launched the new company – Personify Health – as a category-redefining personalized health platform built to engage and empower people to lead healthier lives.
From there, we crafted the new brand from the ground up: through a distinctly emotive brandmark, color palette, and voice all geared towards bringing more humanity to a category that is too often lacking it.
Finally, we turned our attention to the complex challenge of building a digital experience that fulfilled the brand’s purpose for many different users with a diverse set of needs. In collaboration with both companies, we honed in on core audiences and developed a site strategy geared towards their ease of navigation and quick access to relevant information.
With strategy in hand, we moved fast: laying out a roadmap to allow for a quick-to-market MVP and fast-follow 1.0 website, with a user-friendly UX/UI look and feel rooted in the elements of the new brand system. And finally, we launched. Multiple sites. Multiple countries. Multiple languages. All successfully enabling Personify Health to offer an innovative, tailored experience that delivered on their tagline: “Because health is personal.”
Results
In early 2024, the rebranding was publicly announced and garnered overwhelmingly positive reactions, especially from a key stakeholder audience: the employees of both legacy brands. Employees rallied around the new name, positioning and expression. Customers and prospects showed interest too, with many reaching out with questions and partnership inquiries.
“I love it. [Personalization, patient- and people-centricity]—all things the industry can use more of.”
Industry analyst from Gartner reacting to the launch
“Celebrating both the great name (which is hard to do these days!) and the great combination you’ve forged. Onward to continuing the bold mission to support people in their best health.”
Health Economist
Impact
6.1M+
impressions driven by 10 original media articles within first two weeks (exclusive feature in Fierce Healthcare)
12k+
impressions of CEO’s announcement after 8 hours, including 600+ reactions, comments and shares