untangling healthcare for every individual

the challenge

Twill, formerly known as Happify Health, was coming to the end of a five-year transition, going from a mental health provider to a full-spectrum digital therapeutics platform. Their goal was a big one–untangling the complexities of a fragmented healthcare system by providing solutions uniquely equipped to address individual healthcare from multiple angles. because to twill, optimal health is not one size fits all. but all deserve the optimal health.

what we made with them

together, we designed a brand-led transformation that communicated the core value of Twill–from strategy to design and experience. a new brand architecture that unifies their disconnected offerings was the first step in empowering Twill’s reinvention of the digital-first health path.

We brought it to life with a brand identity that connects their products and communicates their growth as a clinical, evidence-based solution designed to care for the whole person, not just specific conditions. A precise, personalized, and fully connected care experience.

• brand strategy—brand architecture, brand purpose definition, behaviors

• verbal identity—parent brand name, product naming strategy, brand persona, brand voice, strategic messaging, copy bank, campaign copy, web content strategy

• visual identity—dynamic logo, applied color theory, behaviors in motion, typography, photography direction, illustration library

• brand expression—launch video, web design, marketing assets, swag

• generative design—thread generator to help designers created brand assets with speed

for a brand to be active, it needs intentional behaviors. so we designed motion expressions that tie back to the brand behaviors, which bring the strategy and value of twill to life everywhere the brand moves.

no brand can transform without a new website. so the proto design team partnered with twill’s content and design team on a web redesign sprint to get them ready for launch as they went public with their new name and new strategy.

from guidelines and generative tools, to marketing and swag—our teams collaborated to build a truly soup to nuts brand identity evolution.

kate’s role: Verbal design director, co-leading naming and brand architecture with sr. brand strategy director, Alex dempsey. and co-leading design system development with proto’s chief design officer, Mike rigby and seasoned user experience design director, Nick lim.