BACKGROUND / CHALLENGE:
Aegis Ventures has partnered with Northwell Health to launch a virtual care platform designed to provide technical support and various service layers to a number of condition specific vertical brands.
Aegis approached WANT in need of a partner that could swiftly and successfully create a a brand for the virtual care platform and a brand for the first vertical focusing on women’s health for those going through menopause in mid-life.
SOLUTION:
The work began with discovery interviews to immerse ourselves in the key components of the future brands including unique differentiators, competitive threats, customer needs, and market context. These interviews coupled with a competitive audit to gather actionable insights & marketplace intelligence served as the foundation for the rest of our branding activities and deliverables.
Next, we partnered with the key stakeholders to land on a positioning statement that would set the tone for the platform and the first vertical company. We created the positioning of “Health That’s Here” for the platform – denoting not just a comprehensive virtual care platform but the arrival of a better form of healthcare. For the menopause care portfolio company, we chose the idea of “The Missing Link”: this speaks to the connection between customer and comprehensive care. The positioning highlights the company as a continuous and seamless resource of support.
Once we had completed the positioning we moved on to naming. We selected the name Caire for the virtual care platform. While it speaks directly to its function, the subtle invention of the word references the important use of AI to deliver care across the various condition states. For the menopause vertical brand, the final name of Upliv was chosen after working through our strategic naming process. The dynamic upbeat name exudes continuation and empowerment.
Lastly, our world-class design team created powerful logos for Caire and Upliv. The Caire Logo amplifies the “Health That’s Here” positioning by symbolizing a central platform that surrounds patients and users with care solutions. The Upliv Balloon symbol is made up of sections that are warm and have positive hues of color. It reflects freedom, optimism and marks the fact that the journey is as important as the destination.
