Personify Health
Helping two industry leaders come together to create the first personalized health platform.
In September 2023, we were tasked with creating the brand strategy and expression for Personify Health, a new entity formed by the merger of Virgin Pulse and HealthComp. The challenge was multifaceted: we needed to determine whether to retain an existing brand name or create a new one, effectively communicate the integrated value proposition of the merged companies, and develop a cohesive brand identity that emphasizes personalization, connectivity, and engagement. Our goal was to create a brand that stood out in a complex healthcare market, offering a unique combination of health benefits administration, wellbeing programs, and data-backed tools, all while focusing on the human aspect of healthcare.
the challenge
By February 2024, our efforts culminated in the public unveiling of Personify Health. We successfully navigated the complexities of merging two established brands by adopting a new name that signals a significant shift in the market. Our team coined the term “personalized health platform” to encapsulate the company’s innovative approach. We developed a compelling brand strategy, including a bold visual identity featuring the emotive brandmark Percy, a distinctive yellow color palette, and an authentic photography style. Our web team played a crucial role in bringing the brand to life online, ensuring a seamless and engaging digital experience that reflects the company’s commitment to making health personal.
the outcome
Creative Director: Craig Stout
Experience Design Director: Aline Forastieri
Content Strategist: Nicole Basham
UX/UI Designer: Asha Kutchyt
Development: Meta Jive
the team
After careful analysis that included modeling the upside value, risk, and costs of different scenarios, we decided to part from the iconic “Virgin” brand in favor of a new name that could encompass the integrated value proposition and signal a dramatic shift in the market.
After a rigorous sprint, we selected the name Personify Health, emphasizing the company’s commitment to bringing more humanity to a category that is too often lacking it.
The brand team established a bold new verbal identity for the brand, emphasizing a flexible, modular voice that resonates with diverse audiences and content types. Our strategy prioritized a fresh, disruptive approach that distinguished the brand from its competitors while maintaining credibility. Building on the people-first philosophy, we introduced an emotive brandmark, Percy, which serves as both a monogram and the personification of the brand. We developed dynamic expressions that fostered empathy and engagement, ensuring the brand could connect through headlines and user interactions.
