[ Brand Identity ]

The rundown

On the back of launching a new artificial intelligence (AI) software that monitors the health of chronically ill patients, Greybox Solutions Inc. asked us to help them not only develop a visual identity for this ‘virtual assistant’ but also find a compelling name for it.

Category

Brand Identity

Expertise

Digital Marketing

Year

2018

Year

2018

Expertise

Digital Marketing

Services

Strategy, Art direction, Copywriting

The rundown

On the back of launching a new artificial intelligence (AI) software that monitors the health of chronically ill patients, Greybox Solutions Inc. asked us to help them not only develop a visual identity for this ‘virtual assistant’ but also find a compelling name for it.

Context

Montreal-based Greybox developed a chronic care management tool that uses AI to track the health of patients living with chronic illness. Patients use this virtual assistant to share medical data and lifestyle information with healthcare professionals, who can then assess their condition and provide personalized recommendations.

Mandate

Create a brand identity for Greybox's virtual assistant, including giving it both a name and an aesthetic.

Challenge

Personifying the software’s brand image was essential to building trust with users who might otherwise take issue with sharing daily health information with “a robot”. It had to be approachable, endearing, and akin to the world of chronic care management with which users were already familiar. The name also needed to appeal to a bilingual if not international audience.

Goals

  • Engage users with a simple and approachable brand image
  • Build flexibility into the image to support the development of both the health services offered (nursing, physiotherapy, etc.) and the software itself
  • Facilitate Greybox’s integration of the brand identity with clear and detailed guidelines

Namesake

After several brainstorms and ideation sessions with Greybox, we went with the name 'Well-e', a nod to wellness and wellbeing - not to mention Wall-E, Pixar's lovable robot. The name is affable and positive, reinforcing the fact that this tool is not only smart and useful but also friendly and personalized - something with which you’ll want to engage on a daily basis. Plus, it rolls off the tongue! Almost sounds like someone’s nickname.

Greybox

Logo

Once the name was chosen, we developed the logo along with any other supporting visual elements. We had to work within the health sector’s general artistic guidelines, but we were still able to add a modern touch for an innovative edge.

To really drive home the personable, conversational aura around this tool, we designed a symbol around the first letter of the logo to look like a speech bubble. We then paired the logo with the slogan: “Your virtual health assistant”.

Custom emoji

The team developed a custom emoji to reinforce Well-e’s human side. Designed to look like a cute humanoid robot - sporting a head mirror, no less - the emoji is a true ambassador of the software: helpful, approachable and cutting-edge.

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