July 2023

Hatice Çağlar

Are we OK?

The Future of Healthcare is Here: Building a Strong Health Tech Brand

Are we OK?

For the past decade, the transition to digitalization in various aspects of daily life has been relatively smooth. However, this transition has been significantly accelerated by the COVID-19 pandemic, as digital technologies have become essential for completing day-to-day tasks such as work and education. According to McKinsey's 2020 report, the pandemic has caused a quantum leap in digital adoption at both organizational and industry levels, confirming that digital transformation has become the norm in our lives.

During this same period, well-being has emerged as a significant trend. Prior to the pandemic, wellness was often associated with simple self-care practices like preparing healthy meals or occasional gym visits. However, the pandemic has expanded our understanding of wellness, revealing its broader dimensions. Digitalization has made it easier for people to take care of their physical and mental well-being through faster and more accessible means. The availability of new devices, applications, and innovations across sectors has enabled individuals to monitor their well-being in real time. In short, a wide range of health technologies has become everyday tools for many.

Furthermore, the wellness trend has shifted towards a more individualized and do-it-yourself (DIY) approach due to digitalization. Algorithms now provide highly personalized recommendations for users' well-being needs, resulting in better outcomes in terms of useful and applicable advice. This approach allows individuals to track their physical and mental well-being to a sophisticated degree. The individualization of wellness, driven by data-driven methods, is expected to continue growing, with more tech companies entering the sector.

The individualization and DIY-like approach in the new age of wellness also offers greater efficiency for many. According to the Global Wellness Institute's 2021 report, while traditional wellness activities such as visiting spas or traveling have declined due to pandemic-related restrictions, the mental wellness economy has experienced remarkable growth of 7.2%. The report states that "many mental health activities are done at home or via tech platforms... and many products are inexpensive and/or easily purchased online."

Furthermore, the wellness trend has shifted towards a more individualized and do-it-yourself (DIY) approach due to digitalization. Algorithms now provide highly personalized recommendations for users' well-being needs, resulting in better outcomes in terms of useful and applicable advice.

Are we OK?

Monroe, as a visual and emotional channel connecting brands and consumers, has worked with several brands in the wellness industry across different aspects of well-being. Monroe has created brand identities that align with the world of digitalized, everyday-use wellness brands.

One such brand is Vivoo, a US-based wellness app that guides users toward a healthier lifestyle through personalized nutrition advice based on urine data obtained from simple test kits. After experiencing Vivoo's ability to track well-being in a matter of seconds, We realized that it serves a greater purpose—a decoder of the body's needs that fosters a closer and more intentional relationship with one's body. And developed new branding for Vivoo, including brand positioning and product packaging.

Are we OK?Are we OK?

During the brand strategy development, Monroe recognized that Vivoo's test kits give a voice to the body, expressing its needs. The key benefit that Vivoo provides compared to competitors is the simplicity and flexibility of its product usage, which can be utilized almost anywhere. Users can obtain accurate information about their bodily well-being and receive personalized recommendations without the need for healthcare facility visits. Vivoo's promise is to deliver technologies that advance well-being through scientific wellness practices.

In the visual branding process, Monroe identified Vivoo's potential customers and the purpose the brand serves for them. Vivoo is inseparable from human bodies as its purpose is to understand them. Monroe created a visual world characterized by fluid, vivid, and warm shapes and colors that reflect the human body. This approach materialized the entire visual world of the brand. Vivoo was positioned as a smart decoder of the body's needs, and the fluid forms from its visual world were incorporated into the logo design with four different color variants.

Are we OK?
Are we OK?Are we OK?

Drawing inspiration from the central role of breathwork in promoting well-being and guided by its transformative potential, Breath Hub positions itself as a catalyst for self-transformation. This application offers an extensive range of guided sessions led by renowned breathing experts, with a constantly expanding archive of daily sessions. Recognizing the growing trend of breathwork as an established practice, Monroe collaborated with Breath Hub to democratize access to breathwork.

As Monroe we commenced the collaboration with Breath Hub, and recognized the brand's potential to become the central hub within an evolving ecosystem. We guided Breath Hub in becoming a well-being app that serves as both an introductory platform for individuals new to breathwork and a meeting place for experienced practitioners, providing an entry point for thousands to benefit from this growing practice.

Monroe meticulously designed a captivating brand identity, incorporating visual and emotional elements that amplify Breath Hub as the ideal starting point for practising breathwork and as an evolving practice for lifelong self-care. By focusing on the brand's ultimate promise, Monroe created a dynamic visual world that showcases personal transformation. The logo's overlapping circular forms were central to the design, transformed into animated patterns that rhythmically fold and unfold, evolving in color, shape, and size.

While technologies enabling users to track their physical well-being through smartphones or wearable devices like smartwatches are increasingly accessible, more advanced medical solutions often require sophisticated technologies primarily found in healthcare facilities. Furthermore, physical health remains a crucial aspect of overall wellbeing, and the demand for devices enabling remote monitoring has surged due to the pandemic.

Are we OK?
Are we OK?

One notable brand that Monroe encountered, addressing this specific need, is HBox. Leveraging highly advanced technology, HBox empowers doctors to remotely monitor their patients' well-being. As a product used by both doctors and patients, with a particular focus on individuals aged fifty and above, Monroe recognized the importance for HBox to convey professionalism to appeal to doctors and simultaneously appear approachable, friendly, and user-friendly to older patients.

We undertook the design of HBox's brand identity, catering to both the emotional and functional requirements of remote patient monitoring services. Recognizing the sterility typically associated with healthcare, the team understood the need to infuse positivity and reassurance into the brand. Additionally, we emphasized the comforting quality of a smile, centralizing it throughout the branding work. Expanding on what HBox represents—a box encompassing health, happiness, habits, and home—the branding was designed to be flexible and adaptable. This approach culminated in a visual world that exudes the confidence expected from healthcare while simultaneously conveying the sincerity we all require from it.

Are we OK?
Are we OK?
Are we OK?Are we OK?

The wellness trend is poised to endure in the years to come. Advancements in technology will enable users to monitor their health using increasingly advanced and refined digital tools integrated into their daily lives. Additionally, mental health will emerge as a crucial aspect of wellness tracking for millions worldwide. At Monroe, we firmly believe in the significance of aligning the brand's purpose, promise, tone-of-voice, and visual branding to effectively foster a profound connection between the brand and its consumers.

Discover Creative Cases:
Breath Hub, Vivoo and HBox

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