Orbita.ai

Humanizing Conversational AI in Healthcare

the overview

Orbita.ai is a leader in conversational AI for healthcare, developing voice and chat applications to connect patients with caregivers throughout the healthcare journey. Despite its innovative solutions, the Orbita brand, website, and marketing assets lacked the empathy and humanity needed to resonate with their audience. Our team delivered a refreshed brand that balances business value and patient expertise, creating an empathetic personality that humanizes conversational AI while positioning Orbita as a trusted ally in healthcare innovation.


the problem

Orbita’s conversational AI platform was designed to help patients in their time of need and support overburdened healthcare providers. However, their existing brand and digital presence fell short in conveying this mission. The challenge was to:

  • Humanize the Orbita brand, infusing it with empathy and approachability.

  • Create a cohesive brand strategy and visual identity to elevate Orbita’s market presence.

  • Establish a website strategy that effectively communicates the brand’s capabilities and is aligned with the patient journey.


the solution

Our approach began with a collaborative brand exploration and immersion session with the Orbita team. Through this process, we defined the primary audience and developed detailed personas to ensure balanced, user-centric solutions.

Brand concepts were explored to demonstrate creative vision possibilities, with the selected concept focusing on the patient journey. The resulting brand personality, “Your Dedicated Ally,” emphasized empathy and partnership, while a bold illustration style was developed to distinguish Orbita from competitors and add a human touch without relying on stock photography.

To bring the new brand to life digitally, we crafted a homepage strategy aligned with user personas and Orbita’s technical capabilities. The homepage design showcased the refreshed visual identity and incorporated a polished animation style that highlighted the sophistication of the platform. This approach demonstrated Orbita’s innovative solutions while reinforcing its commitment to the patient experience.

The project culminated in the creation of a brand playbook that empowered the Orbita team to take their brand to market confidently and consistently. The playbook included:

  • A clear brand strategy to guide decision-making.

  • A style guide with design assets, voice, and tone direction.

  • Annotated homepage designs and an animation video to support website build-out and content creation.


the results

The refreshed Orbita brand successfully balanced empathy and innovation, humanizing conversational AI while reinforcing Orbita’s position as a trusted partner in healthcare. The brand playbook provided the internal team with tools to ensure cohesive brand application across all touchpoints.


the team

Creative Director: Steph Skaggs

Strategist: Angie Gette

Design Lead/Art Director: Aline Forastieri

Copywriter: Lori Samocha

Target audience

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Brand concepts

Brand manifesto

We know that every patient has a journey. Some are short, uneventful and unremarkable: make an appointment, receive care, head home. Others are longer, twisting and turning with challenges that seem impossible to overcome. 

We believe that every journey is a chance for our customers to make a difference, not just in who they serve but in how they serve them. By offering care that goes beyond expectations and extends outside of medical building walls, they don’t just enhance experiences. They improve lives.

At Orbita, we empower our customers by transforming how they run their businesses. Our conversational AI solutions foster a focus on care, not clerical work. Our platform makes it easy to scale beyond tomorrow. And our technology feels human — better-connecting requests with action and questions with answers. We empower our customers because, like them, we believe change in healthcare is possible: In every moment, on every journey.

Brand elements

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Illustration style

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Iconography style

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Brand personality

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Brand tone

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Homepage design

 
White paper cover template

White paper cover template

Social media templates

Social media templates

“Springbox is a fantastic partner with their ability to listen with empathy, extract insights, and deliver beautiful creative and identity work.​”

Ashley Conway, Director of Digital Content Marketing at Orbita.ai

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