VITALSPAN
Branding | Website
project background
VitalSpan, a consumer-facing healthcare management app, enables users to better manage and organize medical records, appointments and medications. VitalSpan’s founder developed the app after a frustrating experience attempting to manage a family member’s complex medical care.
Looking for a marketing and branding agency for startups with extensive experience, Cornell asked ROBOT for help with a go-to-market product launch strategy that included branding, fractional CMO services, custom website development, core messaging and video development.
custom logo design
During the research stage of the custom logo design, ROBOT recognized that the current landscape for both the healthcare and tech industries was clinical and highly technical, something that did not complement the consumer-focused product. The logo was created to have a clear distinction from the expected sterile color schemes often associated with medicine and technology, and instead uses a more vibrant and colorful palette, incorporating more warm tones such as red, yellow and orange. The logo is designed to be easily recognizable, using the abstract sparrow mascot as a symbol of hope and resilience. To balance between new and traditional design, ROBOT combined a classic font (Garamond) with a lowercase text to be more modern. The logo mark is representative of both a ‘V’ as a nod to the brand name and an abstract heart.
custom wordpress website
With the goal of providing an intuitive user experience, ROBOT recommended a custom WordPress site that would be user-friendly for website visitors to navigate and would clearly communicate the benefits of the app. The website was built to be easy for the client to administer and included a custom template blog that the client could use to create new posts covering topics relevant to the target audience. This backend setup was a simplified content management system for easy website maintenance.
Intuitive user experience
Without historical marketing data and prior content, ROBOT’s fractional CMO worked with the client on the voice and tone of the brand as well as the overarching messaging. The team then worked to take the client’s personal story and the app’s capabilities and weave them into a solid foundation of content that is easy for consumers to understand.
In the end, the website focuses on demonstrating to users how critical the healthcare app is as a tool in modern personal health management.
brand application
The brand application for the website continues the brand themes of hope and warmth.
ROBOT was intentional in the use of people-focused photography on the website. This was done with a mix of imagery styles, including photos replicating selfies, allowing users to easily see themselves in the pictures that resonate with them and making the site feel very authentic.
The clinical aspects of healthcare were minimized with this brand application, pushing forward the human element of health and wellness with the application of the logo colors throughout the website.
“Robot was fast and easy to work with – they provided a great startup package including audience research, a logo, website and video. I really loved that they created a logo that doesn’t look like every other health-tech logo, but instead has a more customer-centric focus.”
promotional video
To introduce this new healthcare app and further develop the startup’s content marketing, ROBOT recommended incorporating a ‘founder’s story’ to explain the inspiration behind this solution. ROBOT coordinated and produced a promotional video, including production scheduling, storyboards, video shooting and editing.
The videos are now used as promotional material on the website and the client’s social channels.
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