The Story

HOW DO WE TAKE SOMETHING COMPLICATED AND MAKE IT EASY?

The Challenge

Consumers searching for a health plan were at a strong disadvantage: with the number of variables at play, it was mathematically impossible for the human brain to process the information and choose the right plan for their needs. Picwell changed all of that by creating a tool that uses sophisticated algorithms and big data to predict a consumer’s future health needs. The challenge? How do we explain this tool to both B-B and B-C audiences in a way that feels easy and approachable while also conveying its robust power?


The Solution

GIVE IT LOTS OF CHARACTER. We created a brand identity system that was built around a warm, approachable narrator who guided users through the process and provided simple, easy to understand reassurances all along the way. We crafted the interface and flow of the Picwell journey, carefully balancing powerful language with clear explanations to help the user feel confident and in control at every touchpoint.

Deliverables

  • Brand Identity
  • Brand Strategy
  • Visual Language
  • Website Design
  • Verbal Strategy
  • Sub-Brand Extension