Case Studies Healthcare + Technology | iHealth Labs
Rebranding to compete in a growing and competitive category
iHealth Labs came to L&A to refresh the company’s brand and develop a strong international presence within the mobile healthcare category.
- Create a brand image that competes strongly amidst increased competition in the m-health category.
- Ensure the brand is approachable to a large audience, including older and less tech-savvy customers.
- Develop a packaging concept that meets Apple’s design compliance requirements to ensure placement in their retail stores.
- Create a universal packaging design system in multiple languages to support international sales.
We conducted a brand audit that included onsite visits to U.S. retailers, including Apple stores, BestBuy and Target. The audit identified opportunities and provided a constant point of reference throughout the decision-making process. Research revealed that iHealth’s products appealed to a larger audience and broader age range than our client initially expected.
We conducted competitive research of the new players in the fast growing m-health category and conducted informal focus groups with older members of the target audience to gauge their comfort level with technology.
Visual Identity To ensure quick recognition, we updated the existing logo color palette to include a proprietary orange while slightly increasing width of line stroke for the iHealth wordmark to ensure legibility at retail and online. These small yet effective changes provide strong brand distinction in the market without confusing or alienating existing customers.
Messaging L&A engaged Karen Goldfarb, a writer with considerable healthcare experience, to identify key messages and craft a friendly brand voice to appeal to an audience that often has health concerns.
Packaging For this global product, we tapped our experience with international markets and best translation services to accommodate five languages as well as country-specific requirements. We leveraged our experience with tech clients who sell through Apple stores to ensure compliance with Apple guidelines and avoid costly reprinting.
Illustrations + Icons We developed unique and approachable illustrations, information graphics and icons that are easy to read at point-of-sale and online.
iHealth is now strongly position with a fresh brand image and voice that distinguishes them from the competition throughout the U.S., Canada and Europe.
The iHealth internal team is applying the updated logo, new color palette, illustration style, type fonts and graphics to printed and online marketing efforts.
iHealth Labs creates mobile apps and personal healthcare products that measure vital stats–such as blood pressure, body fat and sugar levels–to help people actively manage their well-being.
Illustration + Icons
Packaging Design, Structure + Prototyping