b.well Connected Health partners with healthcare organizations to provide a configurable platform that delivers a convenient, personalized, on-demand healthcare experience that puts consumers at the center of their own care journey. Concept & Craft was invited to support the marketing team in the evolution of the b.well visual identity, and ultimately, to unify the brand across all touch-points.
Our approach to the project builds upon the existing brand foundation while infusing it with fresh vibrancy and modernity. We recognized the value of continuity and brand recognition, so our strategy emphasized an evolution rather than a complete overhaul. Our team conducted a comprehensive analysis of b.well's current brand assets, including its visual identity, messaging, and market positioning. Through this process, we were able to make informed decisions about which elements to preserve and which to update, ensuring that the brand evolution maintained consistency with the brands core foundation.
Our team explored a range of vibrant color palettes to inject energy and vitality into the brand while maintaining harmony with existing brand elements. Recognizing the importance of visual storytelling, we develop a custom icon library tailored to b.well's unique features and offerings. In parallel, we curated a bespoke photo library that reflects the diversity, inclusivity, and vitality inherent in b.well's mission. These updates allowed us to elevate the company's visual identity and strengthen its presence in the health technology market.
Through strategic implementation of the updated brand, we created a unified brand experience across all sales and marketing channels, improved differentiation in a crowded marketplace, and reinforced b.well's position as a leader in connected health technology. This strategic approach ensured that the brand evolution not only resonated with their target audience, but also contributed to b.well's competitive advantage and market leadership.
